Wikipedia does a good job of describing the theory of Disruption.
“Disruptive innovation is a term in the field of business administration which refers to an innovation that creates a new market and value network and eventually disrupts an existing market and value network, displacing established market-leading firms, products, and alliances. The term was defined and first analyzed by the American scholar Clayton M. Christensen and his collaborators beginning in 1995, and has been called the most influential business idea of the early 21st century.
Not all innovations are disruptive, even if they are revolutionary. For example, the first automobiles in the late 19th century were not a disruptive innovation, because early automobiles were expensive luxury items that did not disrupt the market for horse-drawn vehicles. The market for transportation essentially remained intact until the debut of the lower-priced Ford Model T in 1908.[4] The mass-produced automobile was a disruptive innovation, because it changed the transportation market, whereas the first thirty years of automobiles did not.
Disruptive innovations tend to be produced by outsiders and entrepreneurs, rather than existing market-leading companies. The business environment of market leaders does not allow them to pursue disruptive innovations when they first arise, because they are not profitable enough at first and because their development can take scarce resources away from sustaining innovations (which are needed to compete against current competition). A disruptive process can take longer to develop than by the conventional approach and the risk associated to it is higher than the other more incremental or evolutionary forms of innovations, but once it is deployed in the market, it achieves a much faster penetration and a higher degree of impact on the established markets.
Beyond business and economics, disruptive innovations can also be considered to disrupt complex systems, only including economic and business-related aspects.“
“Disruptive” Marketing is Often the Clear Winner in Your Local Marketplace!
Superior marketing, alone, will not be disruptive. Nor is “disruptive” necessarily a bad thing. If there are no marketing innovators in your local marketplace, it is easy to be the clear leader and fill your facility at your discretion.
To succeed greatly in any business, you MUST DISTINGUISH yourself in your marketplace! There are no shortcuts!
Scott McKain has illustrated this so well in his book, “The Collapse of Distinction: Stand Out and Move Up While Your Competition Fails.” I recommend serious business entrepreneurs read and study this book! You certainly will not be sorry and it will refocus your marketing mind.
You know you have distinguished your business when your competitors look up and all they see is your dust in the distance.
Add the marketing ideas and tools that disrupt your marketplace!
Here is to your facility being the dominant, most successful hotel business in your marketplace!
May you have a wonderfully profitable business!
Your Hotel Marketing Dominator Team
Robbie Meek and Paul Elliott
You must be logged in to post a comment.