Within any market, there are opportunities to shift or reinvent the market because there are areas that need disruption. Think about your market - are there ruts where everyone unquestioningly follows what has always been done? Are there blind spots where everyone ignores a new way of doing something because they're vested in the status quo? Or are there taboos companies are avoiding addressing? Within these gaps lay the potential for revolutionary change.
Sounds like a tall order. Yet some companies are delivering on it in spades.
So who are the so-called Unconventional? They include;
- a "Made in America" fan manufacturer that didn't layoff a single employee during the Great Recession and emerged more profitable than ever
- an entrepreneur who measures her store's success in experiences per square foot
- a driving apps that builds a five hundred thousand mapmakers who volunteers countless hours to update maps based on their belief in the company.
The evidence is in today's most innovative companies are launching and building companies that couldn't be more different from garden-variety, I-succeed-you-lose- approaches. So whether you want to do for medical patient records what Ancestry did for family trees or simply shake things up in the corner of your market, here is an operating manual for building a brand that goes beyond graphic identity and a logo. We admire the unconventional because they are striving to create something that can not only drive purchases but inspire real cultural change. And what marketer or entrepreneur out there doesn't dream of doing that?
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