Market Disruption – Can you change People’s Habits?

Many a times the market is disrupted by those forces that we have not factored in. There are 100s of example where small companies and unknown or little known players have disrupted the game. They added a new dimension in the market / game that completely shifted the paradigm.

Srilank’s player disrupted the game when he invented the Dilshan Scoop. This single shot brought about an enormous change in the game, bowlers till date are struggling to find answers. Even some of the best bowlers have struggled to this shot .https://www.youtube.com/watch?v=F-PDQ0Z6aXo (watch it for your self)

“Beyond Meat” not many would have heard this name; this company disrupted the market and was probably the first company in United States to bring in a paradigm shift in people’s eating habits , that too for hard core MEAT lovers !

You will be wondering that what the company did to disrupt the market. Their strategy was very interesting and in fact one of Jack Trout’s famous book (differentiate or die) states that “attack the Strength”, they attacked hard core meat lovers with products that were vegan!!!

Now you will be wondering that why attack meat lovers when there are already customers that are vegan available. This is the beauty of disruption; you create something that is not there and then create a need for the same.  some of the key strategic points that “Only Meat” followed can be summed up as :

• The company went after meat lovers who wanted to cut down on meat consumption.
• This reduction could be due to health issues or it could be to reduce the environmental impact animals have on the planet.
• They made meat substitutes for plants where meat lovers could not tell the difference.
• They also concentrated on former meat lovers who had turned vegan but still missed meat.

Many businesses can take a leaf out of this, they can look around and find niches that have a vacuum and they can easily own that space. There is always room for disruption.