Malcolm Gladwell's Lessons in Becoming the Disruptor – Not the Disrupted
What does it mean to navigate a disruptive world and succeed in a market-place that is changing faster than it's ever changed before?
What do you need to know to be a success? What resources and support do you need? How do you need to feel and think to be a success in a disrupted world?
According to Malcolm Gladwell, who spoke at the 2017 BCX Disrupt Summit, you need three key things to succeed in a disrupted world: Resources, knowledge and the right attitude.
The first step towards innovation and disruption is your mind. Your attitude.
For Gladwell, Malcolm McLean is the single biggest disruptor of the 20th century, in that he implemented containerised shipping. Without this fundamental shift in the way we ship cargo, the modern, connected world as we know it today would not exist.
Crucially, McLean did not invent containerised shipping, but no one had been able to make it work before a trucker from Ohio came along, and got irritated by how long he had to wait at the docks to offload his cargo (roughly 24 hours).
But McLean had an idea and he presented it at a conference of maritime shippers in Amsterdam. They laughed him off the stage. Normally, when we are treated with this type of derision, we get discouraged and give up. McLean didn’t do that. He possessed a fundamental trait that all entrepreneurs need: He didn’t require the approval of others to do what he believed was right.
Entrepreneurs are open, creative, and see solutions to problems that others don’t; they are also — crucially — highly conscientious, which means they follow through on an idea in a detailed, disciplined way.
This is rare. You get creative people, and conscientious people, but it’s not easy to find both traits in the same person. Add to that the third trait of disagreeableness, in that they do not have to follow established norms, and you have a real game-changer.
McLean didn’t look at the problem as a shipper did. He came from an entirely new angle, and not only found a way to make containerised shipping possible, but affordable too.
Ikea is a similar example. In a nutshell, Ikea is furniture shipped flat from Poland. Ingvar Kamprad pursued outsourcing on an aggressive level, had an extraordinary amount of creativity in solving problems, and was very conscientious.
Consider how difficult it would have been to build a world-class manufacturing plant in Poland in 1961. The country was a post-WW2 mess, in the grip of Soviet Russia, known for shoddy workmanship and actively hostile to free enterprise.
And then Kamprad waltzed in from Sweden and pulled off the impossible because of his single-minded grit and attention to detail. He is the epitome of conscientiousness and obsessiveness.
Now consider Steve Jobs.
By the 1970s, Xerox was the most important tech company in the world. They were the richest, most innovative and profitable company, and they invested in a state-of-the-art R&D centre and filled it with 100 of the most brilliant computer scientists from around the world, and told them to be brilliant.
And they were. As per Xerox’s request, they reinvented the office. They invented the laser printer, the world’s first word processing programme, interfaces — and the list continues.
And then a 23-year-old Steve Jobs visited the centre. At that stage, his company was making traditional kit computers out of a garage. He was blown away by what he saw at Xerox Park and all the incredible things they were doing — particularly when he was shown the mouse and interface the Xerox team had developed for personal computers. He immediately saw how icons and a mouse changed everything. This was the future of computing.
Leading the charge
Here’s why Apple is the world’s biggest tech company four decades later, and Xerox is not: While the Xerox team understood they had changed computing forever, there was no urgency to be the first to market.
Jobs left that day, immediately told his team to stop what they were doing, because it would soon be obsolete anyway, and started working on a new product based on what Xerox had developed.
His team told him he was nuts — they’d spent millions on what they were doing. Jobs said it didn’t matter. It was obsolete. He didn’t have more resources. He didn’t have smarter guys. He didn’t even have a wiser and better vision. But he was in a hurry. And he was able to execute on his vision.
If you can get your mindset right, you can gather the resources and knowledge that you need to be successful. Learn as much as you can. Be open to new ideas. And if something is soon going to be obsolete, walk away. Find the next big thing. Because you’re either being disrupted, or you’re the disruptor. Which would you like to be?