The comfort trap
3 ways to disrupt a mature business
Market leaders of today are rarely the market leaders of tomorrow. In the last 40 years, the FTSE 100 has seen a turnover of 74% as big businesses struggle to evolve.
Established businesses can fall into the trap of believing that past success guarantees future success. Sheer scale, resources, and brand recognition create a false sense of security, insulating against immediate threats of an evolving industry.
Agile startups and disruptive challengers are driven by an existential need to innovate. They are lean, flexible, and attuned to shifting dynamics - traits that older businesses often lack.
But how do you disrupt a mature industry or organisation that’s unwilling to change?
Start with a clear initiative
Disruption doesn’t happen overnight. It begins with a single initiative that aligns with the organisation’s goals and has internal support. Focus on targeted progress.
Build internal support
To increase the chances of success, gather allies who believe in the initiative. Influential stakeholders can help secure resources, reduce resistance, and act as champions for the change.
Drive momentum
Success in the initial project builds trust and excitement, paving the way for broader transformation. Celebrate small wins, communicate progress, and show how the change aligns with the company’s broader goals.
Disrupting a mature business or industry isn’t about forcing drastic change - it’s about identifying the right project - start small, build support, gain momentum.
