Does an idea have to be disruptive to be remarkable?  Said differently, does a new concept have to shake our conventional assumptions sufficiently to the point that we must comment?  Is disruption always progress?  

Apple released a new and enhanced line of products this week.  The reviews I read focus on how disruptive the new features and design are to the consumer’s current experience.  This form of disruption is deemed as positive.  Consumers were generally satisfied with the current model but now the new versions offers innovation worthy disrupting our habits and considering change.  

When I travel and the TSA changes a security screening procedure, disruption can be challenging.  I memorize the routine as a frequent flier.  I recognize that shoes are placed into a bin on the x-ray belt but suddenly they needed to be placed directly onto belt without a bin.  This form of disruption is unsettling.  Perhaps it leads to greater efficiency or more effective screening but it also can be frustrating.

Knowing what is and what is not worthy of disruption reinforces or erodes trust and loyalty.  Remarkable is not always great.  If you build a tribe of followers who share a core belief they will endure disruptions as long as it enhances the organization’s dreams.


Watching Apple’s September 1st release event.  New products, new prices, new features.  Followed by a live musical act.  What will I remember?  I have remembered enough to opened the Apple website and iTunes already and take a closer look at the features and products.

Who would attend your virtual product release?  Would they continue on to your website or store immediately after?  Would the information you release draw people inside?  Would it be memorable?  Would it be a signature event for your cause?

Notice how Apple starts the name of all its products with “i”?  It simply gives you- the customer a chance to embed your own signature into a personal experience with the product.  What would be the “i” in your enterprise’s release party?