Disruptor positioning is a solid way to take your brand from 0 to 1 in a crowded marketplace. It's also a great way to get a ton of people to hate you. But, it can give you the traction you need to succeed. ________ Picture this: You’ve built a solution, offer a service, or provide something new. Basically, you have a thing. Yet, you have almost no following, no network, no brand awareness and potentially slim odds of success when stacking up to existing network effects. So, your brand/thing should really be about disrupting. You have to gain awareness and grow from 0 somehow. One of the most effective strategies to do that is to disrupt. Easy in principle, difficult in execution. Most disruptors attack the status quo, framing their product as the remedy. This is a common approach and it's the least risky. Alternatively, you can go for the jugular and call out an incumbent’s credibility gap. Or you can even launch a personal attack on a founder. You can also validate through disruption, set your thing against the incumbents and do a show-and-tell type of play. But there’s risk with this strategy... It's very easy to swing and misread sentiment, you’ll bring a ton of hate down on yourself. If you serve up a poor view take, you’ll look naïve. (maybe you don't know the market as well as you think you do). Your so called “disruption” could also just not be very disruptive, and people won’t give af (It's a difficult industry to grab attention in). _________ Best disruption I’ve seen: Story Protocol’s founder stepping on Berachain and Monad “What real world problem are you actually solving?” This became the entrance and narrative that helped Story take off. They also made hats. Honestly, it was a masterclass. Trader Joe actually entered the world with such a strategy as well, the 13th dex on Avalanche. Socially shit talked the largest dex at the time, but backed it up with validated through delivery. The tables turned in the ecosystem, because proof became pudding. Trader Joe went on to dominate dex trading on Avalanche. Worst i've just recently seen is someone claiming interop isn’t solved and that their product magically fixes everything, conveniently, this is the same week they drop their token. In an industry sentiment that has actually seen consensus around this point, to attack it out from the left field is bizarre. Anyway, starting from zero and want to ruffle feathers? Make disruption your brand strategy for day one, but get it wrong and the internet will rain fire on you.