Everyone wants to be Apple

It’s a phenomenon. Companies across the globe have been swept away in discussions of the alluring, lusty buzzword “disruption.” The radiant glow of the crisp white Macintosh Apple emblazoned on many of our gadgets has become synonymous with the concept of disruptive technology. But we can’t all be Apple.

While reading financial forecasts projecting Apple to skyrocket again, my mind is flooded with visions of mission statements encumbered with adjective forms of Apple:“Apple-esque,” “Apple-like,” and even “Apple-ish.”

This is not to dampen the importance of innovation – I’m a staunch believer in constantly pushing, and splitting the borders of businesses – but if companies want to “think differently,” like the late Steve Jobs, they have to do just that. Forge their own paths.

Companies need to understand what their competition is doing well, and where they’re headed. Executives shouldn’t study the film Jobs, or read his memoirs (unless for personal entertainment). Don’t scavenge for scraps of Apple business blueprints.

Compile the resources you need to supplement any acumen you lack and approach your industry with a unique paradigm.

Par for the course isn’t going to light up investors and stakeholders. It may keep their customers’ appetites steady, albeit apathetic, but companies that want to be like Apple know par is a pitfall. One they are trying desperately to ameliorate with buzzwords and hyped-up jargon.

Disruption isn’t a goal, it’s a byproduct of inspired problem solving. And it’s the only way these companies will break through into the new frontiers of their businesses.

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 Image courtesy of Renjith Krishnan at FreeDigitalPhotos.net