Four goals for disruptive marketers

So, what goals and objectives should marketers adopt as they take on disruptive marketing or look to strengthen it within an organization?

Here are four that I believe should always be the true north of disruptive marketers:

1. Designing products, services, solutions, or causes that meet the demands of an emerging market. It’s no longer enough just to market products, especially products nobody wants in the first place. Marketers must help in the actual design and user experience, based on their understanding of people’s emotions. This spills into…

2. Reshaping or reengineering an existing product, service, solution, or cause so that it meets the demands of customers unsatisfied by current offerings. Many companies give up on customers who don’t like their products. But that attitude could stunt your sustained growth and put you out of business. Sometimes this means blowing up your old products (PowerPoint) for new ones (Sway) that fit the new norm. You do this via…

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