Disrupting the digital engagement model for competitive advantage

The following article is written by Andre Hugo who is co-founder and CEO of micro-jobbing service M4JAM. With over 22 years of business startup experience, the article reflects on his experience at M4JAM with Hugo discussing the importance of disruption for digital engagement.

Digital disruption is often spoken about, but rarely seen. Companies like Wikipedia, Uber, AirBnB, and eLance are often cited as digital disruptors but very seldom emulated. Yet when you look into the business models of these companies, they all have a common element. They have all partnered with their customers, baking them into the business model as the strategic element. This is their competitive advantage.

By doing this, these companies are changing the way brands have done business with customers for decades. This change goes deep into the root of business process, organisational culture and customer psyche, and requires leadership that is prepared to risk moving into uncharted territory.