What Is A Disruptor?

What Is A Disruptor?

What is a disruptor: “a company or form of technology that causes a radical change in an existing industry or market by means of innovation.”

“Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there.” – Richard Branson

We took the current standards for working with marketers and tossed them out the window. You will never guess what happened… things got better. Sorry for the dramatic clickbait type of lead-in.


Seriously though, it turns out where there’s smoke, there’s fire.

A recent study shows that 84% of millennials do not trust traditional advertising. Is that rare or common sense? Seriously, how much do you trust your marketers?

Marketing Agencies, like any other repetitive business, build processes and they align every aspect of their client’s marketing to fit inside those processes. Now let me ask you a question, how successful can a marketing strategy be that is built specifically to make your marketer’s life easier?

I know what you are thinking, what if they are industry-specific. Ok, let’s explore that a moment. Let’s choose something random, veterinary clinics.


How many veterinary clinics are there in your town?

Let’s pretend there are 5 (it really doesn’t matter). Are all 5 veterinary clinics the same? Do they have the same customers, the same specialties, accept the same pet care insurance?

Of Course Not! We are taught to find a niche and use that niche to grow our business. Are 2 companies ever identical, there are a few exceptions, but the answer is no. If they were identical there would be no need for both to exist. So, it stands to reason that even industry-specific marketers are out of touch with what is in the client’s best interests.

We believe it is time to start thinking differently about marketing, do you agree?


Matthew Maennche

Chief Strategist

With over two decades of in-the-trenches marketing experience, Matthew Maennche’s views on developing and supporting a successful business are fundamentally different from the norm. As a developer and strategist, Maennche has helped thousands of businesses of all sizes, both domestic and international, take their organizations to the next level.

Matthew also spends time giving back to the local business community as a volunteer, mentor, and leader for the local chapter of SCORE.