Our mission is to spark new thinking and ideas for creating a thriving business and rewarding life.

Volume 11 Number 2 |FEBRUARY 2021


Our mission is to spark new thinking and ideas for creating a thriving business and rewarding life.

Applying Disruption As An "Offensive Weapon"


What are we really talking about?

A “disruption” is an event of some kind which interferes (disrupts) with expected activities, events, and schedules. A blizzard disrupts air service, a drunk disrupts a party, a malfunctioning microphone disrupts a speech.

However, there are positive disruptions. A new drug disrupts health care treatment practices. A scientific discovery disrupts how we view our evolution and place in the world. The consciousness-raising of social injustice disrupts our complacency about our society.

As experts, we can create positive disruption that improves our clients’ condition and makes us more valuable than ever.

Are there pragmatic examples?

In 1992, in the first edition of Million Dollar Consulting (which will be out in its sixth edition later this year), I introduced and solidified the concept of value-based fees for consultants. I demonstrated that time-based billing was unfair for the client and the consultant alike, and created ethical conflicts.

And today, I have the strongest solo consulting brand in the world and have written more books on consulting than anyone, ever. I’ve continued to disrupt the profession by pointing out the futility of dealing with non-buyers, the unimportance of human resources, and the silliness of coaching “universities,” to name just a few examples.

You may not agree with all of that, but that’s not the point. The point is I’m not sticking my toe in the water, I’m making waves.

What are your opportunities?

Ask yourself these questions, NOW:

• How can I disrupt my clients’ and prospects’ beliefs?

• How can I capitalize on the fact that no pre-pandemic strategy can possibly still be effective and useful?

• What NEW services can I offer, perhaps parallel to tele-health or concierge medicine?

• What new ways and free value can I employ to attract buyers to me?

• What can I introduce in an ever-changing environment to existing clients who already know and respect me?

You need to be “offensively, positively, disruptive” because there is no current “normal” or “new normal” and certainly not “a return to normal.” Life will be constant adaptation. So you might as well lead the pack by shaking it up!


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MacKay CEO Forums: My long-time client and colleague, Nancy MacKay, is seeking additional Chairs for her vast network which provides virtual peer meetings for over 1200 business owners and executives around the world. She helps experienced coaches and consultants get off the income roller-coaster and add 50-300k in recurring annual revenue by using a guaranteed, proven system for success. The Chairs, while continuing to run their own businesses, also facilitate these meetings periodically, and gain exposure to potential clients by also addressing the groups and becoming known within the network. Here’s a video conversation with me and Nancy and more information at Mackay Certified Chairs. You can reach Nancy for further discussions here: [email protected]. Just mention that I sent you to receive a quick response.

© Alan Weiss 2021

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© Alan Weiss 2021

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