Written by: Vickie Sullivan  |  October 15, 2026

How the Best Disruptors Introduce their Big Change

Disruptors are a dime a dozen nowadays, with everyone touting their perspectives on change. This BizWomen feature has some insights on what separates those who get followed from those that get ignored.

Anyone can introduce a big idea that will change everything, so the messenger matters. How do buyers decide who to get behind vs dismiss as flavor of the month?

Here are two effective strategies this article uses to position a disruptor as the trusted voice.

• A real-world origin story – By highlighting Ms. Henderson’s successful track record in music, the article sets a credible “insider goes rogue” narrative. This is the best context for big changes because her prior success makes the new approach seem less risky. It takes advantage of that “if she did it once, she can do it again” bias we all have.
• Be a credible alternative – Ms. Henderson pointed out problems in her industry but didn’t aggressively bash the status quo. She positioned her approach as a needed alternative for folks who need support. This message says “it doesn’t have to be this way. You have a choice here.” A great strategy for those who feel unappreciated or ignored.

The common denominator here: attraction. These strategies leverage unmet needs to question how the game is played, which opens the door to the alternative.  Try this approach the next time you need to introduce a bold idea.

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Now read this:

Take Advantage of Controversy to Disrupt Your Market

Brand and Message Strategy for Thought Leaders

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