Some color within the lines. Some think outside the box. Some don’t see lines or boxes at all.

Those are the industry disruptors.

Think Uber. Before Uber, the taxi industry was highly regulated and there were limited choices for consumers. Uber completely changed the game with its app-based ride-hailing service.

A disruptor operates outside of the traditional norms of their industry. They offer a product or service that is so radically different from what competitors are offering that it creates a new market or dramatically changes the existing one.

It’s the place many company CEOs and CMOs long to be.

But how to get there?

Jennifer Frye, CEO of Appreciated Asset, a sales development company that works primarily with disruptive companies has some ideas.

“When I talk about an industry disruptor, I’m talking about someone who operates so far outside the status quo of what’s expected in that industry. It’s not about being 5% cheaper or 10% faster. It’s something in the way that the client is served that is so far vastly different and better,” she says. 0

Take, for example, Frye’s client TrueCompare PEO. They have disrupted the PEO industry by offering a completely unbiased and unaffiliated service that helps businesses find the best PEO for their needs. This is a far cry from the traditional PEO sales model, where salespeople try to cram businesses into a box in order to make a sale.

TrueCompare PEO’s success is due to their disruptive approach to the market which includes their strong marketing and sales team that is able to clearly communicate their value to potential customers.

You too can move your company from status quo growth to industry disruption if you have the right ingredients.

According to Frye, these ingredients are:

  1. Being culture forward. “A company that is culture forward puts their values at the center of everything they do; values are center to who they are as an organization,” Frye says.
  2. Being open to innovation and change. Look at each shift in your market as an opportunity to innovate not just deal with the change.
  3. Making business decisions that consistently embrace innovation and change from your cultural viewpoint.
  4. A CEO and executive team who are truly passionate about what they are doing and the industry impact they can have.
  5. A team that is clearly invested and aligning their business decisions with their vision of where they’re going.

This means developing and empowering your marketing and sales team:

  • To take risks and experiment.
  • Giving your team the resources they need to be innovative.
  • To focus on building deeper value-drive relationships with your customers.
  • Hiring people who are creative and go outside the lines and beyond the box to develop creative marketing and sales strategies like a fractional CMO.


Are You a Fractional CMO Who Thrives on Disruption?

If you’re a fractional CMO who gets energized by innovation and challenging the status quo, then you’re likely to be a perfect fit for a disruptive company.

Disruptive companies tend to move fast and adapt quickly. This is a perfect environment for a fractional CMO who is used to wearing many hats and thinking on their feet. In a fast-paced environment, you’ll need to be a master strategist, but also be flexible and adaptable enough to course-correct as needed.

Fractional CMOs who are data-driven will find themselves at home in a disruptive company. Disruptors rely on data to inform their decisions and measure their progress. As a fractional CMO, you’ll need to be able to use data to track key metrics and identify areas for improvement.

Disruptive companies are often mission driven. They’re passionate about what they do to make a difference in the world. If you’re a fractional CMO who is motivated by more than just the bottom line, then you’ll appreciate working for a disruptive company.

And you can find your next industry disruptor client with these three steps:

  • Network with people in your industry. Talk to venture capitalists, startup founders, and other people who are on the cutting edge of your field. They’ll be able to give you insights into which companies are disrupting the industry.
  • Do your research. Read industry publications and attend conferences to learn about the latest trends. Look for companies that are making headlines for their innovative approach.
  • Focus on your value proposition. When you’re marketing yourself to disruptive companies emphasize your ability to go outside the lines and beyond the box to develop creative marketing strategies.

Are you a CEO or fractional CMO looking to learn more about being or working with an industry disruptor?  Contact Jennifer Frye