Why disruptive technology alone isn’t enough to captivate your market

Opinion

Mark Waite

Mark is one of the founders of Cohesive. He lives and breathes stories – telling them to his family, hearing them on the golf course or discovering them for our clients.

Under 2 minutes to read

If you’re an innovative technology business then you must disrupt or die. You care little for how it’s always been done and drive change at incredible speed. But is this enough to turn a smart idea into a successful business? Without marketing purpose, isn’t this innovation for innovation’s sake?


When Steve Jobs famously expressed the value of people to think differently in order to innovate and change the world around them, the subtext of his argument was unquestionably the role of technology (namely, Apple’s technology) in enabling that process. For all its present day success, lest we forget Apple is a brand that took its time captivating the market with promise and purpose, and very nearly missed the opportunity to be more than a company that just made fantastic products.

If you’re an innovative technology business then you must disrupt or die. You care little for how it’s always been done; driving change at incredible speed as if it’s a race to make the previous generation of technology obsolete. But this isn’t enough to really succeed. Without purpose, isn’t this innovation for innovation’s sake?

You seldom see a market truly captured on the strength of new intellectual property alone, yet good marketing – a good story – can turn heads and demand closer attention.

Here are six fundamentals to any successful market captivation strategy:

  1. Find your purpose – driven by your big idea, insights from your stakeholders, and your values – to differentiate and position your brand
  2. Write it down – craft a simple and compelling story that creates an emotional connection with customers, partners and advocates
  3. Influence your publics through purposeful PR, analyst and industry relations, creating advocates to tell your story for you
  4. Target your audience through outbound marketing using web, email and direct marketing to nurture and generate sales opportunities
  5. Attract attention through inbound marketing that utilises valuable content, social media and web tools to interact and engage your market
  6. Automate marketing systems and processes to maximise effectiveness and improve all aspects of your marketing operations

So, think different. Be an upstart not a startup. Challenge the status quo and be disruptive. Create a story that can be powerfully told, easily understood and emotionally connects with your audience. Now you’re ready to captivate your market.

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