Building a business is a massive endeavor, but it can be even more challenging in a well-established industry. So, what does it take to disrupt a deeply entrenched industry and convince the market to embrace your new way of doing things?
In a recent interview, Adi Klevit, CEO of Business Success Consulting Group, discussed this with Nathan Baar, Founder and CEO of HealthBar. They explored how innovative businesses can challenge traditional models and, by doing so, build a foundation for lasting change.
Read on to find actionable strategies that anyone who is seeking to upend the status quo can use.
Strategies for Disrupting Industry Norms
1. Examine the Problem From Multiple Perspectives
Disruptors often have experience on both sides of the industry they seek to change. For example, combining frontline experience with business or administrative roles can expose the flaws and inefficiencies in legacy systems. Entrepreneurs who understand both the “user” and “operator” perspectives are uniquely equipped to reimagine what’s possible.
You likely have industry experience, so leverage it and identify pain points others might miss. If that’s not possible, survey those with the experience you are missing. Find the pain points that need to be fixed from those who understand the industry inside and out.
2. Flip the Existing Model
True disruption means challenging fundamental assumptions. In many industries, business models have not changed for decades, creating opportunities for newcomers to rethink how value is delivered. Flipping the model could include:
- Removing unnecessary intermediaries to simplify transactions.
- Shifting employee incentives to align with customer outcomes, not just activity or volume.
- Creating greater transparency, particularly in an opaque industry.
3. Overcome Market Entrenchment With Education and Storytelling
Perhaps the biggest challenge for disruptors is convincing the market that change is possible and beneficial. This is particularly difficult when customers expect a specific experience or are used to operating in a particular way.
Strategies to shift customer or industry insider mindsets include:
- Use relatable analogies to explain your new approach.
- Invest significant time and effort into educating, nurturing early adopters, and building trust.
- Turn every success story into a case study, showing that your model works and how it improves lives or outcomes.
4. Use Early Wins as Part of Your Marketing Strategy
Your early clients and projects are your most powerful marketing tools. Focus on making these initial relationships successful, then use real results to drive adoption.
Effective tactics for showcasing early wins are:
- Documenting and sharing measurable outcomes from your first clients.
- Helping early adopters become your advocates.
- Creating a feedback loop to continually refine your offering and messaging.
5. Build Systems to Scale the Disruption
Once you have a disruptive strategy that is proven to work, you must focus on sustainable growth. This means that proven, repeatable systems must be well-documented and utilized as your business captures more market share. While we have discussed how to build systems in the past, here are a few best practices for you to use as you systemize your business:
- Identify your core processes.
- Document them, then move on to all existing processes.
- Involve your team as you and they document.
- Utilize an easy-to-access system as you document to ensure the processes are accessible to all.
- Test your processes to ensure they produce the expected result.
- Train your team on processes.
- Review processes as your company grows.
Disrupting an industry isn’t just about having a bold idea. It’s about systematically changing how value is delivered, marketed, and scaled. Combining visionary thinking with education, strategic marketing, and robust systems enables you to break through entrenched expectations and build a long-lasting, scalable business.
Find out how to utilize business systems as you grow your company. Reach out to the process experts at Business Success Consulting Group today.
