Disruption Is The Only Constant.

May 2, 2018

Writing this article has been on my calendar for more than a month in preparation for the launch of our new website. We style ourselves as both innovators and disruptors, I feel like we’ve laid out a good case for this with our newly polished site. I felt this was a good topic to include as we unveil our newest change.


So, today, I planned to engage in my favorite writing ritual: a closed door, solitude and my go-to writing playlist.


Because this article is about disruptions, with a primary focus on “collaborative consumption,” it’s fitting that my ritual was itself disrupted by a flat tire that has me home with my wife and Norah, my precocious 5-year-old daughter, who is capable of Category Five disruptions.


Norah is at her disruptive best when she enters my office and asks what I’m doing. She, of course, follows my answer with an inquisitive, “Why?” This is similar to a challenger brand entering an existing business model and asking, “What if …?” “What if consumer behavior is changing?” “What if we invest in technology instead of inventory?” “What if we say, ‘Why not?’”


To the marketplace incumbents, these types of disruptions often are met with unease. However, consumers increasingly applaud these as innovative and reflective of understanding. Why? Because, more times than not, they’re focused on a modified consumer experience that favors facilitation, efficiency and cost savings.


Exhibit A: The economy of collaborative consumption.


At a high level, collaborative consumption aggregates consumers and technology to facilitate transactions between peers for underused assets. I’ve got extras of something you want; I use technology to make it available to you.


With this model, three parties win: the facilitator (the platform owner), Peer 1 (the inventory owner), and Peer 2 (the consumer). Each party benefits from fees, return on investment and cost savings.


Of course, this platform-inventory-consumer model has existed for centuries. The difference here is, the inventory isn’t being manufactured; it’s being made available. Ebay offers a long-standing model for collaborative consumption success; now, companies are applying this thinking to items that can’t fit into a shipping box.


For its disruption to the hospitality industry, Airbnb is the belle of the collaborative consumption ball. Airbnb allows you to book accommodations from existing dwellings around the globe. As a homeowner, think of it as owning rental property by simply making your fold-out couch available.


For the right traveler, this means paying for only what you need: a place to sleep. With three booking options—Shared Room, Private Room or Entire Place— estimates a savings of 49.5 percent when booking a Private Room versus a hotel room. Uber and Lyft are using this model with automobiles.


(Writing paused for a brief visit to the dollhouse with my daughter. The dollhouse is not listed on Airbnb.)

Brian Phillips
Brian Phillips
Co-founder & CEO

I tell brand stories and position those stories for impact. More specifically, I work with my team at The Basement to blend narrative, strategy, design and digital technology to generate customer engagement. From product development to advertising, we consult on the entire spectrum of a brand’s connection to the marketplace.