Concepts of disruption

The thing about trying to “disrupt” the market is that ‘it’s” never been done before. So, you’re trying to explain a concept that is not easily understood. Therefore, unless you are extremely persistent and very creative, your ideas will not gain traction.

At times, you must try to break down the parts of your idea to concepts that are more easily understood. Build separate teams around these more digestible concepts until the appropriate time when it makes sense to organize the concepts in such a way that could disrupt.

Look, you have peanut butter and you have jelly. They are not produced in the same factory, nor are the ingredients from the same farm. But spreading both onto separate sides of a sandwich is pure genius.