Page 30 - GS211202

Education

StreetSmarts SM

SHARING WISDOM
SHARING WISDOM

WITH JEFF FORTNEY WITH JEFF FORTNEY

Be a disrupting influencer

By Jeff Fortney And a disrupter causes a change in the way an industry
The Strawhecker Group operates, particularly in an innovative way. Writing about
disruptors for The Guardian on June 11, 2019, André Spicer
In the stands at my grandson's recent baseball game, my stated, "Until fairly recently, calling someone a 'disruptor'
11-year-old granddaughter asked me, "Grandpa, are you wasn’t a compliment. It brought to mind a disrupted rail
an influencer or a disrupter?" We were with a group of journey, a disruptive child, a disruptive neighbour. Now
her friends, and they were talking about the two social being a 'disruptor' is a positive. Entrepreneurs such as
media terms. Elon Musk are lauded when they seek to 'disrupt' estab-
lished industries such as car manufacturing. Large com-
Most of my granddaughter's friends have no social media panies appoint 'chief disruption officers.' Civil servants,
access, but one older sister (I think she was 15) does. She teachers and school children are now encouraged to be-
beguiled them by speaking of friends who were "influ- come disruptive innovators."
encers" and another friend who was a "disrupter." As I lis-
tened, I realized she used "disrupter" in a derogatory way. I realized my daughter's term for me, "disrupting influ-
My granddaughter and her friends were amused by the ence" was a compliment if I used it in reference to the pay-
concepts, which led her to ask me the question. ments world. (Of course, she meant it as a grandpa, so I
should take it as a compliment in both instances.)
My answer demonstrated that I'm no social media expert.
"Not sure what they mean," I said. "The only disruptor I'm discussing these terms now because I want you to be-
I know of was a weapon used by the Romulans on Star come not just an influencer or a disruptor, but a disrupting
Trek." This led to a fair share of laughter, and one question influencer in your sphere. In the payments world, before
from her friend, "What's a Romulan?" My daughter, who the new normal, we were all taught to be influencers. This
was seated nearby, added, "Your grandpa is a disrupting is evident when we say things like, "One of my current
influence." clients recommended I speak with you, as they thought
highly of my service." Although, it's an indirect influence
Change how you perceive yourself
(making the current client an influencer) you were the in-
This conversation led me to investigate the social media fluencer in that interaction. Of course, merchants influ-
definitions of "influencer" and "disruptor." According to enced us, too, getting us to reduce pricing, which was the
several online sources, a marketing/social media influ- closing aspect of our sales.
encer is a person with the ability to influence potential Embrace disruption
buyers of a product or service by promoting or recom-
mending the items on social media. They can, according Today, although we can certainly use third-party success
to enthusiasts, add significant credibility to your brand. stories to help a sale along, we are functioning more like

30