Great disruptive models start with chaos
Right now, a lot of attention is paid to startups, supporting young entrepreneurs, and financing that can bring the next big idea to glory. There is also no shortage of mature companies that still have a lot to offer. If there was one thing that was synonymous with success in all of these groups, it’s the ability to orchestrate chaos for their clients. The fascinating thing about chaos is that it is everywhere and usually behind the veil of a “routine” that we are used to suffering. Resolving suffering is also part of the theory behind Revolution Delivery, but the underlying driver is chaos.
Models that organize chaos have been around for a long time.
- An investment adviser organizes chaos around trying to choose investments.
- Even something as low-tech as consulting brings experience and structure to orchestrate business chaos.
The new and not so new models that organize chaos are everywhere
- Uber Uber Uber… yes, yes, yes. We all know the story, but a company like Uber organizes the chaos of hailing a cab, arguing with the cabbie about taking a credit card, and then having to figure out a tip. Lots of chaos.
- Amazon has taken the chaos out of shopping.
- CRM systems organize all the chaos around following up with our customers, and then marketing automation went a step further and organize all the chaos around prospecting, nurturing, and converting leads.
- Social networks eliminate the chaos of having to be in contact with so many people. This of course adds a new level of chaos, but that’s a story for another day.
All of these things and people, not only create chaos, but create bankable value that we can feel in our wallets and stress levels.
Disruption is not chaos, it is the solution.
Every new idea we hear from entrepreneurs has to do with disruption. However, it is important to understand that disruption itself is not chaos, it is the solution to chaos.
For example, take something as simple as banking. Lots and lots of chaos there. A company like ING Direct (now called Tangerine…coincidentally from the same brand company that came up with the Blackberry – what will happen to these people when they run out of fruit?) took the chaos out of going to the bank by having a “only” model. online”. Sure everyone jumped on the disruption bandwagon one way or another making it less of a novelty over time, but in the end it was the first solution to banking chaos. Clients received better savings rates and fewer commissions, and the bank itself managed a very light infrastructure. So a very good disruptive solution to the chaos. Endless examples of this, but you see the point. You can’t have a disruptive solution without having some kind of chaos to organize.
If profitable disruptive companies had a formula, so would it.
Chaos / Solution Chaos = Level of Control = Excited Customers
The solution is control
The reason every entrepreneur seeks disruption is that it provides calm waters in a seething sea of chaos. In short, they give us a modicum of control over something we never had control over and often never knew how much we wanted until we had it.
Do you remember running back to the office to check your email, going to the bank to deposit a check, waiting at home for a phone call, and actually having to reach someone live on the phone instead of just sending a quick SMS? All those things were situations that were out of your control, that is, they ended up dictating or altering your behavior. You were an easy target back then because those situations were full of chaos and little control. Every time control is returned, we will gobble it up like Apple shares on the news that Steve Jobs has returned from the dead.
If you want to ensure that your business will survive into the future, you must continue to ask yourself:
- Are we solving the chaos?
- Are we giving back control?
- Are we taking time to resolve future chaos?
If you are, you will survive. If not, you’re just part of the chaos and you should prepare to be interrupted and out of business.