This is actually a trick question. Yes, you’re probably blown away by all the talk of the most innovative smart phone ever, and there’s no denying that the possibility of paying for something from your Apple Store with just a glance (thanks to the face recognition system) is highly impressive.

But when you think about it, what Apple has done is improve upon an existing model. They’re made what’s already there, better. Not different. Not new.

That’s in stark contrast to the very first iPhone, which changed just about everything and made a lot of common household objects obsolete. Your watch, the phone directory, your alarm clock, your camera, books, even (at a pinch) your laptop – who needs them? The launch of iPhone was the catalyst forcing the closure of Internet cafes around the world. With our phones in our pockets, we literally have power in our hands.

But the iPhone X? It’s stunning technology, but I’m willing to bet that it’s not going to make anyone shut up shop.

The journey between iPhone 1 and iPhone X encapsulates the difference between innovation and disruption. Disruption sets the world ablaze. It literally changes lives. Innovation – well, innovation is certainly positive. Consumers are always on the lookout for new and better, and if you can’t deliver, you’re on your way out.

That said, I think you’ll be out even faster if you don’t disrupt. It’s not enough to add a few more fancy features, some bells and whistles – those are now expected. They might help you earn a few more customers, but the minute something more exciting comes along, those customers will be bidding you farewell.

The solution? Look to forge your own path. Look to disrupt. Look to combine magic and logic to become the only leader in your industry.

Blueprints can show you how by removing the obstacles presented by your current thinking. Call us to discuss your shift to become the only valid choice for customers.