I love that word ‘disruption’ because it means so much and yet has a negative connotation, too. To me, it means someone banging up innovation due to tech and disrupting the old guard traditions. In this episode, John Gregory Olson and I share a story we saw in Forbes about a young man who graduated from Harvard Business School. His name is Zameer Kassam, and he comes from a family of jewelers. He’s disrupting the traditional jewelry industry with storytelling.
In this case, Kassam floated around trying to find his passion. What he found was a desire to design jewelry with story. He was asked by a couple getting engaged to design a custom wedding set. What ensued was a bunch of time getting to know the couple and learn about their romance and significant things. The rings became symbols of true love with hearts and flowers and trees and sailboats and whatever else the bride and groom to be wanted as a symbol of their relationship.
Stop a minute and imagine the impact of that:
- A custom wedding band/ring that is unique and non-traditional.
- Developed by stories that symbolize relationship.
- Shared on social media and in video with friends and seen by others who want the same thing.
- The family jewelry business grows as a result, and the social media channels light up with video, snapshots, posts, and more about the experience.
Zameer Kassam is disrupting a traditionally stodgy industry — the gazillion dollar jewelry industry. As a millennial, he knew instinctively that people of his generation were not going to walk into a scary jewelry store and get pounced on. The experience was unfriendly. By bucking all the traditional roadblocks, he is taking the customer experience to the comforts of home. Using imagery, stories, interviews, and video all in the name of love, Kassam is developing a customer experience for life. He’ll not only get the wedding ring to design, but what happens when it’s the 10-year-anniversary, when the babies are born and when it’s Mother’s Day?
Thumbs up for Kassam, for sure. He’s finally disrupting an industry so staid and old guard that hopefully those guys will sit up and take note. It’s about time.
How can your business disrupt the tried, true and tired? Thanks for listening!
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