The opinions expressed by Entrepreneur contributors are their own.
There is only one word that is more vibrant than “innovation” and “digitization” – a word that strikes fear into the boardrooms of established companies, but is also used as a mantra for the hottest aspiring startups around the world: break.
Today, it seems like every new company wants to “disrupt” something, and many founders preach that “disruption” is what defines a successful new venture.
I think this business philosophy is counterproductive and almost always results in failure.
Don’t get me wrong: obviously we are surrounded by upheavals and the world has changed dramatically in the last two years. But just because disruption is occurring doesn’t mean a successful business strategy has to be “disruptive” in response.
The truth is that targeting disruption is often counterproductive and distances your company from real opportunities. In the process of chasing disruptive ideas, founders and teams often lose touch with reality, focusing on flavors of the month and missing real opportunities.
Related: Why most founders and investors are wrong about disruption
Stop thinking disruptively. She begins to think pragmatically.
When I think of pragmatic, cutting-edge entrepreneurship, Dyson inevitably comes to mind.
As I write Innovation without fear, Dyson products are known for several things: high quality, high price and design unlike any other. Before Dyson, few people would ever think of buying a $400 hair dryer or shelling out $500 for a fan with no blades and a giant hole in the center. But here we are. And how we got here is the story of being pragmatic and taking action through small, measurable goals.
In 1978 James Dyson invented the concept of the bagless vacuum cleaner. The young entrepreneur realized that dirt and other debris could be sucked into a cone-shaped structure which would then be expelled towards the edges of the container, without the need for a bag. Dyson wasn’t focused on disrupting the vacuum cleaner business. His idea was born from the resolution of a practical problem. One day, Dyson was repairing his vacuum cleaner and realized that the bag often gets clogged and, as a result, the suction power drops dramatically.
Being a pragmatic innovator, Dyson created a cardboard bagless prototype on top of his Hoover vacuum cleaner. He pitched this idea to potential investors in the vacuum market, trying to see if anyone was interested in licensing it, but every company he spoke to turned him down. They essentially told him, “That’s not how we do things here.”
The experience did not discourage Dyson and may even have inspired him. Over the next 15 years he developed 5,127 prototypes before arriving at the vacuum cleaner which has since become synonymous with quality, not to mention design, and made him a household name.
Dyson’s success lies not in disruptive technology or a completely new vacuum cleaner concept (the patent for the “pneumatic carpet renewer” was filed by JS Thurman in 1899), but in its willingness to experiment with discipline and follow a process.
While the Dyson company has expanded and diversified, it all started with the need to solve a simple problem. Dyson has taken a pragmatic approach; with no intention of disrupting the market, he was simply trying to make a better product and innovate it repeatedly.
Dyson’s work has been, and continues to be, pragmatic. When Dyson realized that their latest venture to build an electric car wasn’t working as well as he’d hoped, he cut his losses, learned from the failure, and moved forward with complete transparency.
Dyson has a clear mission to design “iconic reinventions that work, function and look very different.” You won’t see “disruption” in this statement, although you will notice that “reinventions” are prominent and, indeed, Sir James’ motto is “Everything can get better.”
And of course, Dyson, who as of 2021 was the fourth richest individual in the UK, with an estimated net worth of $16.3 billion, ultimately ended up disrupting the market, virtually killing the vacuum bag industry, but he only got there by starting with the basics. Ironically, a few years ago, Hoover agreed to pay Dyson £4 million in damages for infringing Dyson’s patents when creating their bagless vacuum cleaner.
Dyson’s successes weren’t about “disruptive technology” looking for a use case. It was about thinking pragmatically, being curious and acting with discipline and an open mind to solve a problem step by step.
Related: Innovation is an incremental process. Here are 3 ways to realize your big idea.
Start small and think pragmatically
The essence of successful entrepreneurship often lies in the ability to execute a bold vision and strategy through small, measurable milestones. This approach may not grab the headlines like overnight success stories do, but it is the foundation of sustainable growth and innovation. Starting small allows you to test hypotheses, quickly iterate, and refine your offerings based on real-world feedback without overextending your resources. Every small step forward is an opportunity to learn and adapt, minimizing risk and maximizing the potential for success.
For entrepreneurs, this means breaking down big-picture goals into small, actionable chunks. Instead of aiming to disrupt the market right away, focus on achieving specific, achievable goals that contribute to your broader vision. It could be as simple as validating a product feature, securing a certain number of customer signups, or reaching a set revenue milestone. Celebrate these victories, learn from the setbacks, and use each as a stepping stone towards your larger goals.
Embrace gradual progress
True entrepreneurship is rarely about making a splash with a single disruptive innovation. More often it is the cumulative effect of small innovations and improvements. Embracing the process means understanding that each step, no matter how small, builds on the previous one, pushing your business forward in a way that is sustainable and adaptable.
This step-by-step journey isn’t just about reaching the market or reaching a particular success metric; it’s about building a foundation for your business that is solid, flexible and able to withstand the challenges that come with growth. It means investing in your team, your technology, and your strategy to enable continuous improvement and iteration. It’s about creating a culture where learning from failure is equally valued as celebrating success because both are essential to the entrepreneurial process.
Work with disruption, not against it
In a world where change is a constant, the ability to adapt and find opportunity in the chaos is a critical skill. Instead of trying to defeat the disruptors or investing heavily to become the next big thing, focus on how to take advantage of the changes underway in your industry. This means being acutely aware of the trends, technologies and changes in consumer behavior that are shaping your industry and thinking critically about how your company can respond in ways that add value.
Identifying opportunities in disruption could mean pivoting your product to meet an emerging need, adopting new technologies to improve service delivery, or even rethinking your business model to better align with the direction of the market. By staying agile and being ready to adjust your strategy in response to the changing landscape, you can carve out a niche for your business that not only survives but thrives despite the disruption.
Related: 3 Ways Companies Can Leverage Disruption for Business Growth
Small steps, big impact
Ultimately, the path to lasting entrepreneurial success is paved with pragmatism, patience, and a commitment to continuous learning and improvement. James Dyson’s journey exemplifies this perfectly. By starting small, embracing the gradual process of growth, and learning to work with the disruptions around you, you create a company that not only seeks to be part of the market, but that is built to last and adapt to the ever-changing tides of industry and innovation.
Dyson didn’t set out with the aim of disrupting; he instead focused on solving a practical problem with a pragmatic approach. This methodology led him not only to revolutionize the vacuum cleaner sector, but also to create a brand synonymous with innovation and quality. The Dyson story highlights that true success comes from a focus on incremental improvement, understanding the landscape of the revolution and leveraging it to your advantage. This approach may not be the quickest route to fame, but it is a proven path to building a resilient, adaptable, and successful business.