Markets are funny things.
They tend to embrace the status quo.
They embrace WalMart just like they embrace the large, well funded, dance organization in your town.
So, if you are an emerging arts organization and you want to have an impact in a crowded market you must disrupt it.
That's what great organizations do, regardless of their size.
They enter a market and change the rules. They redefine what it means to do business in a particular field.
So before you take another step, ponder this:
What's your disruption strategy?
Some examples:
Disruption by product - Think Cirque Du Soliel. Can you create a product that is so unique that people know it's you just by looking at it?
Disruption by customer service - Think Zappos or Nordstrom. They sell products that you could buy anywhere, from anybody. People buy from them because of their superior customer service.
Disruption by worldview - Think Sierra Club or Apple. What does your art stand for? Does it represent a worldview, a position, so strong that you could build a tribe around it?
Disruption by location - Think the Starbucks on every corner. Is your art in a town, or a neighborhood where it is particularly needed? Can you own a twelve block radius of turf and make sure everyone in those blocks knows about what you do?
There are many ways to disrupt a stable, stale market. Which one are you going to choose?
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