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Captain Capitalists: Content and America's 'Disruptors'

Captain Capitalists: Content and America's 'Disruptors'

captain_capitalist.pngSome of the most iconic business leaders of our time did not become icons in their industries by running unopposed. History is full of creators and innovators who did good work, but never truly achieved the same reverence as those leading figures whose names appear in the history books or, more realistically, our search results. We know these leaders weren't the only ones working in their fields, yet they are the ones we remember. How?

It's not that they revolutionized the devices that give us cancer. It's not even that they gave us a dumpster-fire Ashton Kutcher movie. (On both accounts: Thanks a lot, Steve Jobs.)

Rather, the answer resides in the very nature of their work. These revolutions they led came at the cost of their industries' status quo. These innovators were industry disruptors.

Disruptors are our superheroes, the Captain Capitalists who help mold American exceptionalism. As such, they confront industry complacency, leaving competitors in their wake β€” a Mark Zuckerberg tanker crushing MySpace Tom's dinghy. They're controversial but essential figures in our economy.

As marketers and communications professionals, we know our industry is different. Whereas, say, the automotive industry has been petroleum-driven (literally and figuratively) since Karl Benz' first petrol-car in 1886, we are accustomed to rapid change. Thus, it's easy to understand the sort of shock Tesla's electric vehicles are delivering to its industry (no pun intended) after 130 years of lateral growth.

Content: Captain Capitalist's Super Power

Content marketing is key to explaining the necessity of that shock. Its purpose is to educate and engage a specific audience, something that's critical even to companies that aren't setting out to change the game. But when you are rewriting the rules, content is an absolute must.

Companies and industry leaders use content marketing to:

1. Identify what is already being done.

2. Explain potential challenges to growth.

3. Detail potential solutions to those challenges.

4. Frame the more competitive, efficient environment brought forth by those solutions.

Some disruptors are performing better than others. Among today's biggest disruptors, these are four I see achieving the most success:

1. Tesla

This aforementioned auto disruptor is at the forefront of the electric car movement. Others have entered the arena β€” Chevrolet and Nissan, in particular β€” but Tesla's success stems from two key factors: newfound focus on the middle class and the company's iconic leader, Elon Musk.

Tesla's new Model 3 is an electric sedan for the masses, sitting between $25,000 and $40,000. And within 24 hours of its release, it had already reeled in 198,000 orders. Musk himself, meanwhile, is the sort of organic thought leader that most companies struggle to create. A certifiable genius running a company that's normalizing electronic, clean vehicles for the majority of Americans? That's an easy sell.

2. Square

Perhaps no tech startup has done more for small businesses than Square. Co-founded by Twitter's patron saint Jack Dorsey, this disruptor boasts thought leader recognition and more than $500 million in financing β€” an incredible mix. Beyond credit card readers, Square's true disruption comes in the way it's begun lending to small business owners. Most banks won't stoop so low as to $3,000 to $10,000 in giving, but Square Capital is committed to empowering the lemonade stand near you.

3. Uber

You probably saw this one coming. If you've read anything in the past year, you've most certainly become acquainted with Uber's assault on the traditional taxi industry. In only six years, this company grew to a staggering valuation of $50 billion on the wings of private drivers and a fluid ride-hailing app. Just how profound is Uber's disruption? It's sparked protests and lawsuits around the world, as well as inspired a fellow disruptor, Lyft, to take launch.

4. Airbnb

Rooms for rent: This is the fundamental principle behind Airbnb, the world's foremost lodging disruptor. Wish to experience life in Rome the way a Roman would? Rent his room. The same holds true for locations in 190 countries, even Cuba. There isn't a more intimate experience in lodging, the sort which hotels and resorts simply cannot provide.

These disruptors have inspired protests, lawsuits, and challengers. But, they've also inspired significant consumer buy-in and grossed massive revenues. Challenging the status quo is bound to provoke some resistance. Yet, by employing content marketing, your brand has the opportunity to educate audiences about your approach and frame your entry or innovation as progressive.

Steve Jobs was far less considerate of his opponents than he was his iPod, iPhone, and iPad. The result? Next time you send a text, consider what you're sending it on.

Create exceptional content to challenge the status quo in your industry. Download your free four-step guide to get started:

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About Kyle Gunby

When it comes to ideation, I love my 4th, 5th, and 6th thoughts. The first three are often contrived. Improvisational comedy is my art, Nelson Mandela is my hero, and Zooey Deschanel is my love.

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