Be radically successful.
Social convention and human nature lead us into a trap of conformity where all brands seem similar. And it works to some degree, because there’s comfort in conformity. But in the long run, conformity is the kiss of death for a brand.
Being disruptive isn’t just about having a superior product, it's about disrupting the conventions of your industry. It’s about introducing your brand in a highly differentiating way that establishes it as the preferred choice. A good disruptive strategy positions a brand in such a way that no other company can copy its strategy.