There are two fundamental types of risk to consider when contemplating some kind of disruptive action: Competitive Risks and Market Risks.
Competitive Risk refers to the risks involved with entering an existing market with a competing product. There’s probably an already-established market leader and other players, meaning you’ll be in a tough fight to gain traction. For personal disruption this means that you are seeking a job where there is probably already a kingpin & where you will have to compete and win.
Mark Powell the Sales Director at Lion delved into his ascent from a ‘commercial’ guy into a sales guy. Download the podcast on iTunes, subscribe or click to listen: Superior Sales Disruption Podcast: Episode 7
Market Risk is what you assume when you effectively create a new market, by identifying a need that is not being met and creating the product or service that addresses this need. If there are customers, you are then favoured to own the market. This is what Netflix did when it spotted the opportunity to deliver videos cheaply and directly to consumers’ homes, eventually forcing Blockbuster to adopt the same modus. But by then it was too late for the latter to succeed. What had been a market risk for Netflix, became a competitive risk for Blockbuster, and research tells us that market risk is, well, less risky, than competitive risk. In fact, your odds of success are six times higher and the revenue opportunity 20 times greater with market risk, says Whitney Johnson.
For personal disruption this is identifying a job no one else can do.
Drew Bilbe the founder from Nexba outlined this on: Superior Sales Disruption Podcast: Episode 8