‘Disruption’ – A Fickel Little Friend

‘Disruption’ – A Fickel Little Friend

This One Word Defines a New Way of Thinking That Could Either Catapult You or Leave You as Road Kill


By  Jay Lieberman

I do love me some disruption in an industry. Something that is just about to change the way we all think or do something.

Disruption is the perfect cause of the ‘Holy Shit’ moment.

But, be careful. Disruption by its very nature is very high risk and operates at a lightning fast pace.

Let me tell you about a disrupter named Mike Dillard. He is a serial entrepreneur. This dude has built various companies over time, teaches courses for entrepreneurs, and has the most successful podcast show interviewing everyone and everything. He shifts left and right, constantly. Always maneuvering, learning and growing.

He learned about the pains and evils of disruption the hard way.

A couple years ago, Dillard began researching a better way to bring clean produce to the kitchens of the world. He was looking to disrupt the agricultural arena, which supposedly has low efficiencies, toxic chemicals, pollution, transportation, land problems, labor issues. As an example, he found that it took 28 gallons of water to grow 1 head of lettuce. That alone kind of pisses me off.

And by the time it ended up on your kitchen table, it had been laced with toxic pesticides and subjected to pollutive transportation.

He set out with a massive war chest of knowledgeable people around him, and millions of dollars, to develop an indoor hydroponic produce growing system for the individual home. He knew nothing about it to start. He literally went on Amazon, bought as many books on the subject as possible, searched on Google and went to town.

I personally followed his journey. It seemed to be the type of disruptive enterprise that brought about 100 new issues for every one being solved. Then, after 2 years, the physical unit was completed. He showed it off. It is gorgeous as hell.

A living piece of furniture, sitting there as the new model of healthy, low impact plant growing.

But, there were issues. Keeping the PH levels correct, emptying the water reservoir every couple weeks, monitoring this thing or that thing. It wasn’t a hassle necessarily, but it was involved. And the cost ended up at about $3,000 a unit.

Hmmm. Disruption is not easy. It will constantly fight back at you. His began to kick and scream at him.

But, just hold it right there, Dillard. Did you see what was coming your way? Just around the corner.

Something he knew existed before his disruptive endeavor, but was not overly concerned about. But, again disruption is fast and takes no prisoners. A company had created a soil and sponge growing kit that uses no electricity, no hassle, no nothing. Oh, except for a little water to saturate the soil sponge and a seed of whatever you want to grow.

It is called Click N Grow. Done. Dillards hydroponic disruption, 2 years in the making, innovation, tons of money. Blood. Sweat. Tears. Done.

All crushed by a simple pot shaped soil sponge that can fit in your hand at a cost of $30. 100 times cheaper. Same result.

Disruption is sweeping and makes no friends.

This is what Michelle and I have been talking about for some time now in our little world of real estate. We decided to disrupt our local industry. Namely, the way the majority of real estate agents operate. We ceased all of the cold calling, door knocking, postcards, painful drip email marketing. Things that killed our reputation as human beings in our community. We replaced it with our documented approach in book format to help our clients avoid mistakes when selling homes. How to consistently yield more profit for our clients. We spotlight local business owners on our Conejo Podcast show. We share stories about our lives and our clients in our monthly print newsletter.

Like picking fresh home-grown produce from your kitchen, our approach is a higher elevated process that has consistently brought about “more healthy” results for our clients. Exactly what we wanted it to do.

But, disruption brings in the naysayers, the questioners, the curious and fearful. They have all reared their ugly heads at Michelle and me over the last year or so.

This means we are nagging at the industry enough to make a dent. The dents will get bigger. I PROMISE!

However, we have to be hyper aware. There could be a real estate Click N Grow out there ready to disrupt us. This is why we have built in various points of complication into our systems to make it much harder for any other agent to copy or implement.

We also continue to build on it, one platform at a time.

The next being the launch of Impact Club Conejo Valley, a giving club making monstrous impact on our local community.

If you plan to take a stab at changing the order of things,   to flip an industry on its head, make sure to look around constantly. Pay attention. And be sure to build in difficulty to minimize the pesky copy-cats.

Disruption is necessary, but it will be the last one to tell you when it’s coming.


ABOUT THEM – Jay & Michelle Lieberman have been called “provocative and entertaining,” but also “committed philanthropists”. Entrepreneurs and relentless innovators of the real estate industry, creators of the “Value-Driven Approach to Sell Real Estate”, founders of the Conejo Valley Teacher Only Program, hosts of the Conejo Valley Advice Givers Podcast Show, and attorneys and real estate brokers at Keller Williams World Class in Southern California. They feel honored and blessed every day they are able to serve their clients, their family, friends and their community. You can reach them at info@TeamJayMichelle.com.

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