Disruption is a constant, and it’s better to assume your business will face one. When you notice a disruption happening, pause and look within. Engage your team!
Change matters, because it affects relevance. A disruption can make your brand irrelevant. When the pace of change is accelerating you have to constantly strive to gain relevance at the expense of others. Here's how.
Kodak became an iconic brand, because it facilitated an important job. It helped us visually journal the special moments in our life. But as we know, Kodak lost its way. In early 2012 Kodak filed for bankruptcy. Ironically, right as Kodak was failing Facebook was acquiring Instagram. Instagram had taken the place of the Kodak Moment.
In a changing marketplace you don't have a map to guide you to success. It's like crossing the Sahara. The dunes are constantly shifting and changing. To cross the Sahara you use a compass, landmarks, and local resources to navigate the terrain and get to your destination. This is an excellent metaphor for growing your business.
If you ever had aspirations to grow an iconic brand, now is the time. Great brands are built in periods of technological and social revolution, like between 1875 to 1925. This was the period that brought us Ford, IBM, Hershey's, 3M, Coca-Cola, and Kellogg's, to name a few. We are experiencing a similar shift today.
General Stanley McChrystal said, "You're not going to come up with a hundred year plan, a fifty year, or even a five year plan. You're going to come up with general directions and frameworks, and you better learn everyday. Because that's the world we're in now." Your ability to adapt and transform your business may be your greatest competitive strength.
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