Tech disruption

What’s Your Uber? Ten Tips for Disrupting an Industry

Uber versus taxis. Zillow versus REALTORS. Netflix versus Blockbuster. Each of these technologies disrupted the market and could have been leading technologies created by their respective associations. But they weren’t. Why?!

If you weren’t at ASAE’s 2015 annual meeting, I co-presented a session exploring ways to identify threats and examine a planning process to turn them into opportunities. And I’m gonna humblebrag and note that ASAE’s chief technology officer attended and subsequently tweeted “In case folks missed it, Tom Morrison and Layla Masri knocked it out of the park on innovation! Make sure to get their handout!”

So, here’s the handout. Below are ten ten tips that will help you learn how to recognize and remove your blind spots to see changes in habits, technology and other drivers to allow your organization to continually reimagine and innovate.

1. Define disruption.

You don’t have to create massive, epic change. Little changes can make a big difference. Big changes can make little difference. People generally dislike change, so whether it’s staff or board, make sure your team is on the same page with how to implement, and how impact will be measured.

2. Know who benefits from your disruption.

It’s ok to go after a competitor, but consider who you’re helping, and who you may negatively impact with your change. What if your disruption helps your members at the expense of your industry’s vendor partners?

3. Think bigger and better.

Look beyond marginal, superficial improvements. The more complex the processes and practices in your industry, the greater your opportunity to gain competitive advantage by simplifying them.

4. Think like an outsider.

A fresh, independent perspective can help uncover blind spots. Run your challenges and ideas past someone with little knowledge about your industry — ask your mom!

5. Listen to your customers.

Some of the best services, features and improvements can come from asking folks with hands-on experience what they want instead of assuming, or worse, letting internal business decisions impact your offerings.

6. Pinpoint problems in your industry.

What practices exist in your industry that drive customers crazy? Identify these types of practices and plan to eliminate them.

7. Work together with others in your industry.

There’s strength in numbers and combined wisdom. Why couldn’t a CMS and an AMS vendor create a best-in-class tech tool?!

8. Uncover new ways to approach your already-existing customers.

Your existing customers already know and trust you, and you already have a strong understanding of their needs. What products and services can you offer that complement what you already provide them? You don’t even have to develop the product yourself. Add-on services such as support, customization, or training enhance your value and help customers make more effective use of your offerings.

9. Discover what else your product/service can be used for.

The alternative to selling more to existing customers is to reach out to new audiences. Look for ways to apply your core competencies to new or adjacent market areas, or for different types of customers. You may be able to compete in new markets faster, less costly and more efficiently  than incumbents already there.

10. Make loyalty more convenient than disloyalty.

Think about the major decisions faced by your customers or those in your industry. If you make life easier for them, via personalization or other convenience factors, customers won’t even consider switching to a competitor. Ever.

What changes are you worried about in your industry? How are you driving disruption? Share your thoughts in the comments below.

About Layla Masri

Layla is a co-founder of Bean Creative. She leverages her ad agency background and 15-plus years as a marketing and web copywriter to maximize interactive impact for strategic planning, usability/accessibility, and digital promotion.
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