'DISRUPTION is NOT an overused, meaningless buzzword.' Said no one ever!
'Disruption Fatigue' is apparently a thing..? Disruption has become disruptive.
A cult status word with a following that consists of quack consultants and trite digital agencies who coined it to scare businesses, give entrepreneurs false hope and, in general, loosen pockets.
I'm a 'remain relevant' evangelist, and in this PtP world, shouldn't this be king? This spreading trend that brands must be disruptive and innovative to survive and grow is questionable. You don't have to be disruptive to stay relevant to your customers.
Let's take 'Toys R Us'; not only was this the most devastated I've been about a failed B&M retail god, but the tsunami of analysis, opinions and speculation around their demise still, today, does my nut in! It was, what, 2016 when they appointed a bloke to boost their e-commerce prowess. And was it boosted? Well, they set off trying to re-invent themselves online (and we all know how that goes) in a bid to take on Amazon!?
Did they understand their sweet spot? Didn't Toys R Us realise its strengths? Stores filled with happy memories, nostalgia still holds weight, right? Why didn't they adopt a combined digital and B&M strategy? I'm sure we all recall the fun we had toy testing and watching demos. Look at Hamley's. They own this space - yes, they have a great online offering, but they fundamentally believe in PtP engagement.
For a business that's not 100% Digital, innovation/disruption should complement. Innovating to stay on trend could result in the Toys R Us effect. An eye (actually both) firmly fixed on a customer-first strategy will navigate you through changing environments.
Beware, the; you have 'failed to innovate and disrupt' hecklers - check out their knowledge and know-how before you engage. If your consultant's first dibs is to dress you down about lack of innovation and disruption, please, show them the door.
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