BRX Pro Tip: If You are a Disruptor, Invest in Education
Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, we all know that we need to enthusiastically market our products and services. But when you drill down on specific types of products and services you’re bringing to market, if you are a disruptor, you’ve really got to invest in education, don’t you?
Lee Kantor: [00:00:27] Yeah. I think that that’s really an important part of being a disruptor. You can’t just market this disruption because people don’t know what it is. They don’t understand it fully. I think you really have to invest in education. You have to educate the people who matter most about what this new thing is and why they should try your new thing.
Lee Kantor: [00:00:47] And that’s much more difficult because people tend to be risk averse. Now, you’re going to have to go for people who are those kind of early adopter mentality that want to try new things. But when you do it right, you’re going to set yourself up for success.
Lee Kantor: [00:01:04] And I wouldn’t confuse education with branding because this is more about creating thought leadership. This is more about kind of more PR strategy. You probably have to be interviewed by other folks, and go out there, and educate your client in your market about what you have going on, why it’s different, why it’s needed. Rather than investing in ads or kind of marketing material. So, I would lean heavier on thought leadership and education than I would marketing and advertising when you have a truly disruptive service.
