Disrupting Business Strategies with Outthinker’s Kaihan Krippendorff

If long-time companies are going to adapt to digital disruption, they must first utilize new language to adapt and create their disruption.

The critical ingredient to disruption is having the correct language. You want to have the right frame of mind and proceed with doing something the competition won’t do.

For a long time, companies have maintained a competitive advantage in one of three ways: controlling inputs “owning the oil”, having economies of scale to produce a product at a lower cost than the competition, or by making it difficult or undesirable for the customer to leave (i.e., customer captivity). But companies that talk often about their competitive advantage while under new threat from more disruptive competition are failing to use language to describe their differentiation and are therefore not communicating their innovation—one of the biggest threats to their market position.

But enter disruptor Kaihan Krippendorff, founder of Outthinker, who explains to KJ Helms, host of the Disruption / Interruption podcast, that through analysis of the statements (language) companies make and finding patterns that reveal the holes in their narratives; they can create that new language necessary for trying out new ideas and scenarios.

Kaihan explains:

1. The critical ingredient to disruption is having the correct language. You want to have the right frame of mind and proceed with doing something the competition won’t do.
2. You need to be distinct if you’re going to create noise. Your competitors all may take a particular direction but that doesn’t mean you can’t move against the current.
3. There’s been a huge shift from people working at smaller companies to larger ones because larger companies give them more freedom.
4. There are four main obstacles to disruption: leadership, talent, culture, and structure.
5. Organize the uncoordinated. Power comes not from control, but coordination. You must strive for ways to coordinate things that aren’t working as designed.
6. Moving into unexplored spaces can lead to successful disruption. Amazon went to the internet (AWS), Zappos concentrated on customer service, and Wal-Mart created huge gains in an advertising business.
7. There are some advantages a large company has over a smaller company, including greater resources and space for growth.

Disruption Interruption is the podcast where you’ll hear from today’s biggest Industry Disruptors. Learn what motivated them to bring about change and how they overcome opposition to adoption.

Disruption Interruption can be listened to via the Podbean app and is available on Apple’s App Store and Google Play.

About Disruption Interruption:
Disruption is happening on an unprecedented scale, impacting all manner of industries— MedTech, Finance, IT, eCommerce, shipping and logistics, and more—and COVID has moved their timelines up a full decade or more. But WHO are these disruptors and when did they say, “THAT’S IT! I’VE HAD IT!”? Time to Disrupt and Interrupt with host Karla Jo “KJ” Helms, veteran communications disruptor. KJ interviews bad a**es who are disrupting their industries and altering economic networks that have become antiquated with an establishment resistant to progress. She delves into uncovering secrets from industry rebels and quiet revolutionaries that uncover common traits—and not-so-common—that are changing our economic markets… and lives. Visit the world’s key pioneers that persist to success, despite arrows in their backs at http://www.disruptioninterruption.com.

About Karla Jo Helms:
Karla Jo Helms is the Chief Evangelist and Anti-PR(TM) Strategist for JOTO PR Disruptors(TM).
Karla Jo learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen, or another is brutally rejected. Being an alumnus of crisis management, Karla Jo has worked with litigation attorneys, private investigators, and the media to help restore companies of goodwill back into the good graces of public opinion—Karla Jo operates on the ethic of getting it right the first time, not relying on second chances and doing what it takes to excel. Helms speaks globally on public relations, how the PR industry itself has lost its way and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.

About Outthinker:
Outthinker is a growth strategy consulting firm that collaborates with business leaders who want to step into the future to execute with clarity today. They unlock growth through a unique engagement model of keynote speaking, training, workshops, and peer communities. They believe the future belongs to those who think differently and are bold enough to embrace–and shape–what comes next. Outthinker can be found online at Outhinker.com.

About Kaihan Krippendorff:
Dr. Kaihan Krippendorff is the founder of Outthinker, a former McKinsey & Co. consultant and author of five business strategy books, most recently Driving Innovation from Within. A sought-after keynote speaker, recognized expert and popular blogger on the topics of business strategy, innovation, growth, and transformation, Kaihan is helping a growing cadre of leading companies and corporations such as Microsoft, Oracle, Johnson & Johnson, Kellogg’s, TIAA-CREF and BNY Mellon prepare themselves to compete in a digital, agile, purpose-driven future. Kaihan can be found online at https://www.linkedin.com/in/kaihankrippendorff/ and Kaihan.net.

Share article on social media or email: