How a political start-up took two competing legacy brands (Bush and Clinton) out of business while disrupting an industry that was in need of change. It’s initial marketing teaser campaign not only left millions of impressions, it successfully converted them to tens of millions of votes, and it won the coveted award of President-elect of the United States of America. That startup is Donald Trump Inc, its very successful teaser campaign was the “Birther Movement,” and its brand positioning was “Make America Great Again.”
As in any industry that is ripe for disruption, understanding its target market and providing a solution to that market’s problem is a vital factor. Its plan of execution zeroed in on a niche market that never embraced the progressive and innovative startup Barack Obama Inc that was within the Democrat holding company. The outsiders felt left out from the usual startup parties while the typical insiders toasted their returns with their investors. Some of these insiders included a legacy brand that held a strong position in the market because of its name recognition. The brand lacked innovation, had experienced several political market crashes, and in 2003 made a terrible investment in the Iraq War. Lack of judgment by Hillary Clinton Inc allowed for the Barack Obama startup to not only disrupt it but also acquire it and appoint it to run the Department of State. Who better than an industry veteran, Hillary Clinton, to visit other legacy global brands around the world, which yearned to have access to the most innovative and transformational startup that the American political industry had ever seen. With its international success also came its domestic critics, as it rolled out one progressive measure after the other, beat analyst expectations and increased its political market share and value. Competition fosters innovation and advances opportunities for brands that are willing and ready to disrupt the status quo with the right solutions.
The latest startup to disrupt Washington politics is not its first; it is version 2.0, and half of the U.S. already has a serious problem with it. Targeted outsiders have already been left out, and Donald Trump and his insiders have just begun the usual celebratory toast of a startup’s successful launch. I’m ready to invest in version 3.0 with the following conditions: The next disruptor offers all outsiders the opportunity to invest in their futures and will collectively and creatively collaborate to advance a teaser campaign that will leave a positive impression on all Americans. It will also understand that the United States of America’s brand position has always been extraordinary. Let us all celebrate together because exclusivity to only insiders and marginalized outsiders is not a smart long-term strategy.
The question I pose is the following: Which startup is getting ready to seize the incredible opportunity to advance the next version of political innovations in an industry that once again is ripe for change? The opportunity for the next startup is a groundbreaking one not only for our nation but for a disruptor who embraces competition and is ready to advance the innovation that version 2.0 lacks. If Donald Trump won the presidency, I have no doubt that a private sector individual, such as Howard Schultz, Mark Zuckerberg, Michael Bloomberg, Sheryl Sandberg, Melinda Gates, etc., is ready to compete, win, and advance positive disruption as president of our United States of America in version 3.0.
By Gabriel Mendoza
