Disruption: A Tale of Two Industries

Disruption is a popular term these days. Everyone wants to disrupt in their respective industries, but few actually get it right. If done well, disruption can not only challenge the status quo but also change the way we think.

In the article,  3 Major Things Social Media Can Teach Us About UX, author Sean McGowan explored the implications of the phrase, “most users spend their time on other websites.” He also talks about Jakob’s Law which deals with people having predetermined design expectations—like a website with a logo in the top left corner, or the use of a shopping cart icon for purchasing online.

McGowen noted, “Jakob’s Law grounds designers, ensuring all of their practices are user-centered, and that usability or conventionality is never sacrificed for creativity.” But this brought up the common phrase “rules are meant to be broken.” Eventually, general practices have to change and adapt to fit the actual reality. The only way to do that is through disruption.

Typical SaaS companies live and breathe rule-breaking, change, adaptation to tech breakthroughs and disruption. Mobile devices and applications like VR have changed how people interact with systems and data. Both users and UX designers had preconceived ideas and “laws” about how phones and videos worked, but VR and the iPhone changed those laws. The technology evolved to create unforeseen, radically new ways of content delivery and content consumption.

The sales training industry is an entirely different beast. Compared with a typical tech industry, it has not changed much over the years—until now. But even in the relatively stagnant sales training world, much needed disruption can happen.

Our latest Viddler product, The Sales Gym, brings together two wildly different worlds and breaks preconceived rules about how sales training should be implemented. Instead of a company paying many thousands for a week of live sales training, it can pay a monthly subscription fee to have 24/7 access to training content.

We also found a way to make sales coaching accessible to all who need it. Before, sales professionals had to rely on their “training weeks” to get performance feedback. The Sales Gym allows sales trainers to immediately get feedback on selling skills.

For both user experience design and sales training, there are some laws that will stand the test of time. But many of these “laws” were made for creatives to break and redefine—evolving their design and the overall quality of experience. Rules are made to be broken and goals are meant to be crushed.