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You probably know of some startups in your country. Even if you know only a few things about business, you probably know how competitive all markets are. Yet some people are crazy enough to build an innovative business disrupting very competitive markets. That’s what entrepreneurs do.
1. Disrupt Yourself
Entrepreneurship, at its core, is a big change, and every change—no matter its size or importance—begins inside of you. You have to initiate it. Successful people initiate proactively. Nobody can help you if you are not ambitious to change and grow.
It’s not an autonomous process. Change happens when you step out of your comfort zone, and it’s not supposed to be easy. In fact, facing uncertainty has always been the hardest part of every success story.
Therefore, to be successful, you have to disrupt yourself first. How?
Fortunately, it can be learned and practiced. According to Whitney Johnson, author and consultant, disrupting yourself involves seven steps:
Taking the right risks.
Playing to your distinctive strengths.
Stepping back to move forward.
Planning for failure.
Letting your strategy emerge.
So to disrupt markets, you have to start with yourself.
“The more you seek the uncomfortable, the more you will become comfortable.” – Conor McGregor
2. Identify “Jobs to Be Done”
Finding a smart idea is another challenging aspect. Watch and research interesting markets and industries carefully. Don’t focus on products and features. Look for everything that companies in an industry are not good enough at doing—the poorly performed jobs.
Look for the real reasons behind buying a product or service.
Does that product/service satisfy customers?
Why don’t some people use a product/service?
What don’t they like about an industry?
What experience do they expect?
Answering these questions helps you know your customers’ real needs and to identify what Clayton M. Christensen, a Harvard Business School professor, calls “jobs to be done.” In other words, it helps you understand the real business you’re in.
This could be emotional or social, but it is less likely to be functional. Use your intuition. Talk to your target customers. Think about what jobs they might hire you to do for them. Pick an idea, create a business model, validate it, and run!
3. Change the customer process
The next challenge is crafting an innovative business model that accomplishes jobs for customers and solves their problems in the best way—and from a fresh perspective. To do this, you have to view the problems through the customer’s’ eyes.
Build a product that rocks and conquers the market. Then create an exceptional set of experiences along with your product/service. This will be possible by focusing not on touchpoints but on customers’ end-to-end journey.
A company’s processes should be aligned to support the journey. It may be easy to copy a business model, but it’s not easy to copy the process and customer experience, even in the most competitive markets.
“A man without a smiling face must not open a shop.” – Chinese Proverb
Remember that disrupting a market takes time. Learn to embrace the change and uncertainty that entrepreneurship entails and set yourself apart from others.