> Disruption Talk
Entrepreneurship for Times of Change and Disruption
Walter Rodriguez, Ph.D., CEO, Adaptiva Corp
Summary
In times of rapid change and disruption, entrepreneurs are often the first to identify opportunities, pivot quickly, and create value in ways that traditional business structures may struggle to match. The current environment—marked by technological shifts, global health crises, and market volatility—presents unique challenges but also immense potential. To succeed today, entrepreneurs must learn to adapt, innovate, and lead with resilience. But how can you and your organization thrive in these unpredictable times?
Embrace Adaptability as a Core Skill
In a world that’s changing faster than ever, adaptability is an essential entrepreneurial trait. This means being willing to pivot, abandon ideas that no longer work, and experiment with new approaches.
For instance, Adaptiva Corp, the company behind Coursewell.org and other online enterprises, has continued to pivot and expand its offerings to meet the rapidly growing design & logistics demand for older adults in Southwest Florida. Also, it has adopted AI tools, and integrated new plug-ins for enhanced functionality, and allowed for API access to let partners build on its offering and technologies.
A more renown company, OpenAI has been quickly adapting to industry demand and continuous innovation has allowed it to stay competitive in the fast-evolving AI space, where other players like Google and Meta are also investing heavily. By adding features, integrations, and user-friendly enhancements, OpenAI has kept pace with rapid shifts in the market.
Actions
Stay agile and be prepared to shift your business model or product focus as needed. Assess trends and stay open to restructuring, even if it means disrupting your initial vision.
Test new ideas on a small scale before going all-in, allowing you to make adjustments based on customer feedback or market response.
View challenges as opportunities for innovation. A rapidly changing environment often requires new solutions that didn’t exist before, opening doors for creative entrepreneurs.
Identify Emerging Needs and Opportunities
Entrepreneurs thrive by identifying unmet needs or gaps in the market, especially during disruptive times when consumer behaviors and needs can change overnight. Recognizing these shifts quickly can make a crucial difference.
Rivian, an electric vehicle (EV) company, identified a shift toward electric SUVs and pickup trucks as consumers increasingly demanded eco-friendly options in larger vehicles. While Tesla dominated the EV sedan market, Rivian focused on rugged, adventure-ready EV trucks and SUVs, appealing to a different segment of eco-conscious consumers.
By identifying a unique market segment within the larger EV industry, Rivian positioned itself as a leading player in the adventure EV category, providing an option for consumers who want sustainable vehicles without sacrificing utility and performance.
Actions
Keep a close eye on shifting trends, such as remote work, online education, and health-conscious consumerism.
Conduct frequent customer research to understand their evolving priorities and pain points, helping you tailor products and services to meet real-time needs.
Explore new industries or sectors that have grown in response to current challenges, such as e-commerce, health tech, and renewable energy.
Invest in Digital Transformation
Digital transformation is no longer optional for businesses that want to stay competitive. From online marketing to automation and data analytics, entrepreneurs who invest in digital capabilities are better positioned to reach customers, optimize processes, and make informed decisions.
Walmart has been expanding its e-commerce capabilities and integrating new digital tools to compete with Amazon and other online retailers. In 2023, Walmart launched its own online marketplace and accelerated its digital transformation by offering streamlined shopping, same-day delivery options, and new partnerships with tech companies. It also introduced AI-powered inventory management and customer service tools.
Walmart’s focus on digital transformation has allowed it to meet modern consumer expectations for convenience and speed, effectively bridging the gap between physical stores and online shopping.
Actions
Establish a strong online presence through a website, social media, and digital advertising. Use tools to manage customer relationships and improve communication.
Adopt digital tools that streamline operations, such as project management software, customer management systems, and data analytics platforms.
Leverage e-commerce, even if your business has traditionally been offline. With more consumers shopping online, an e-commerce strategy can help capture new customers and maintain revenue.
Focus on Financial Agility and Multiple Revenue Streams
In unpredictable times, financial stability is key to weathering challenges. Entrepreneurs who create diverse revenue streams and maintain a flexible financial strategy are better prepared to manage disruptions.
Disney recently adapted to changing entertainment consumption trends by continuing to expand its Disney+ streaming service, while also investing in its theme parks and reintroducing Disney experiences in innovative ways. This includes in-park events tied to popular streaming shows, such as "Star Wars" and "Marvel," and collaborations with other brands for new merchandise lines.
By diversifying its revenue streams across streaming, theme parks, merchandise, and in-person events, Disney has been able to maintain resilience even as media consumption habits fluctuate.
Action
Identify new revenue streams within your existing business, such as offering digital products, subscription models, or consulting services.
Develop a lean financial model that minimizes overhead, allowing for greater flexibility in uncertain times.
Plan for financial resilience by setting aside emergency funds and exploring alternative funding sources, such as crowdfunding, grants, or partnerships.
Build a Resilient Team Culture
A resilient, motivated team is invaluable in times of change. If you lead a team, creating a culture of trust, flexibility, and shared purpose can help everyone navigate challenges together.
With a renewed focus on customer and employee experience, Airbnb has continued to build a resilient team culture by emphasizing remote work flexibility and encouraging employees to experience the company’s core offering (travel and stay) firsthand. Airbnb also adapted its platform to better support digital nomads and remote work, offering tools and resources for people to stay longer in Airbnbs while working remotely.
Airbnb’s commitment to a resilient, flexible work culture reflects its core product, which prioritizes flexibility and a unique travel experience. This alignment helps Airbnb attract and retain talent and keeps its brand consistent with evolving consumer demands.
Action
Foster open communication and encourage team members to share their ideas and concerns. When people feel heard, they’re more likely to stay engaged and contribute positively.
Emphasize a learning-focused environment, where team members feel empowered to experiment, learn from mistakes, and grow.
Promote a balance between productivity and well-being. Offer flexible work arrangements and prioritize mental health resources to help your team stay resilient.
Prioritize Customer-Centricity and Empathy
In times of disruption, understanding your customers’ changing needs and empathizing with their situations is crucial. Businesses that adapt to meet customer needs are more likely to retain loyalty and drive long-term growth.
Glossier, the beauty brand known for its minimalist approach, continued to innovate based on customer feedback and emerging trends. Recently, Glossier expanded its product lines to include skincare items requested by customers and entered into new retail partnerships to reach a wider audience. It also refocused its social media strategy to engage directly with customers.
Glossier’s customer-centric approach, combined with its commitment to listening and adapting to customer needs, has kept the brand relevant and helped it expand its reach in an increasingly competitive beauty market.
Action
Engage directly with customers through surveys, social media, or community forums to understand their current challenges and expectations.
Adapt your marketing and messaging to be empathetic, highlighting how your product or service can offer real value in their lives right now.
Provide exceptional customer service and go the extra mile to address their concerns. Creating positive experiences will set you apart in a competitive landscape.
Develop a Strong Personal and Business Brand
In times of change, trust is more critical than ever. Entrepreneurs who cultivate a strong brand—built on transparency, authenticity, and value—will attract loyal customers and collaborators.
Shein, the fast-fashion e-commerce giant, expanded its brand globally by investing in sustainability initiatives, collaborating with influencers, and launching pop-up shops in major cities worldwide. Despite the challenges of scaling sustainably, Shein has worked to improve its reputation by implementing more ethical sourcing practices and introducing clothing recycling programs.
By building a recognizable brand that combines affordability with a newfound focus on sustainability, Shein has continued to grow globally while addressing consumer concerns around fast fashion’s impact on the environment.
Actions
Be clear about your brand values and communicate them consistently through all channels.
Share your journey openly on social media, especially if you’ve adapted in response to recent changes. People resonate with stories of resilience and creativity.
Use your brand to build a community. Engage with followers, show appreciation for customers, and connect with like-minded entrepreneurs to strengthen your brand’s reputation.
Network and Collaborate for Mutual Growth
Times of disruption can often unite entrepreneurs, creating opportunities for collaboration and shared learning. Networking and forming partnerships can help you expand your reach, learn new skills, and gain valuable insights.
Nvidia, a major player in the semiconductor and GPU market, forged strategic partnerships with other companies, particularly in the AI sector, to expand its presence in AI processing. Nvidia’s partnerships with cloud providers like Microsoft Azure and Google Cloud have helped integrate its high-performance AI chips into cloud services, creating mutual growth opportunities.
By collaborating with cloud giants, Nvidia expanded its reach in the booming AI market, demonstrating how mutually beneficial partnerships can drive innovation and growth, even in an industry as competitive as technology.
Action
Join virtual industry events, webinars, or local business groups to meet other entrepreneurs facing similar challenges.
Seek out mentors who can provide guidance and perspective based on their experiences with navigating change.
Look for opportunities to collaborate on projects or products with complementary businesses. Collaborative efforts can amplify your reach and drive growth for both parties.
Take Calculated Risks with a Data-Driven Approach
Entrepreneurs are known for risk-taking, but thriving during disruptive times requires a calculated approach. Balancing intuition with data can help you make informed decisions, even when faced with uncertainty.
Moderna, best known for its COVID-19 vaccine, continues to lead in the biotech sector by investing in mRNA-based therapies beyond vaccines, such as personalized cancer treatments. Moderna’s calculated risk in mRNA technology paid off initially with the vaccine, and now it uses data from its existing research to expand its technology into other areas of medicine.
By taking a data-driven approach to risk in emerging medical technology, Moderna has successfully adapted its innovative platform to meet other healthcare needs, positioning itself as a pioneer in the biotech field.
Action
Regularly track key performance indicators (KPIs) to measure the success of your strategies and make data-driven adjustments as needed.
Start with small-scale tests for new ideas to limit risk. Evaluate the results and determine if the concept has potential for a larger launch.
Leverage analytics tools to gain insights into customer behavior, enabling you to make proactive adjustments in real-time.
Commit to Lifelong Learning and Growth
In times of disruption, the best entrepreneurs are those who never stop learning. The more knowledge and skills you acquire, the better prepared you’ll be to innovate and adapt to future challenges.
Microsoft, a longstanding tech giant, has emphasized continuous learning and innovation by investing heavily in AI, particularly through partnerships and acquisitions. For instance, Microsoft invested in OpenAI, integrating its AI technologies into Microsoft products, such as Azure, Office 365, and GitHub Copilot, which enhances productivity and innovation.
Microsoft’s commitment to lifelong learning and adaptation has allowed it to remain at the forefront of technology by embracing emerging fields like AI, ensuring its relevance and growth well into the future. Even small businesses, like Adaptiva Corp, have developed their online learning resources (Coursewell.com).
Action
Continuously update your knowledge through online courses, industry research, and skill-building activities.
Seek out books, podcasts, and articles from experts who can provide insights into your field or offer fresh perspectives.
Make self-improvement a part of your routine. Entrepreneurship is as much about personal growth as it is about business success.
Conclusion
Entrepreneurship during times of change and disruption isn’t easy, but it offers unique opportunities for those willing to adapt and embrace a new way of thinking. By focusing on adaptability, digital transformation, resilience, and customer-centered innovation, you can navigate uncertainties and build a thriving business. With the right mindset and strategies, you can not only survive but also grow stronger—turning disruption into a foundation for future success.
The above examples show that entrepreneurship in times of change and disruption is about being proactive, adaptive, and willing to meet new challenges head-on. Whether in tech, logistics, retail, biotech, or entertainment, these companies and entrepreneurs have thrived by understanding market shifts, investing in digital transformation, maintaining a strong brand, and building resilience. They remind us that even in volatile times, there are ample opportunities to grow, innovate, and lead with an entrepreneurial spirit.