You may have heard the buzz term “disruptive” marketing.

…But is it just another marketing-hype term? Or does it mean something more than that?

I think the latter. Take a look:

1. What Makes Disruptive Marketing Different Than Any Other Form of Marketing

When you market your products or services, you usually adhere to some abstractly defined set of “best practices.” Consultants and other “thought leaders” often preach these things.

They do work. Nothing wrong with following them. But the problem is, everyone else does too. So if you’re trying to beat the competition, what sense does it make to do the same marketing they do?

With disruptive marketing, you fundamentally alter what your market values and perceives.

2. Examples of Disruptive Marketing in Action

You can always find companies disrupting their market. Uber’s disrupted their market to the point of their valuation rising to $66 billion.

What’s so different about Uber? You can’t call ahead. You simply use their app to hail the next taxi driver available to get you where you need to go. Both the driver and passenger give instant feedback on each other after completion of the ride. Uber also gives you more time-efficient and comfortable rides.

In the taxi industry, this is unheard of. So when Uber markets this to customers, it’s completely mind-blowing. On top of this, Uber also makes no secret that it charges more than a typical taxi ride.

And customers are happy to pay it.

In the B2B space, you could look at Apple. Yes – Apple. It now generates $25 billion in B2B sales annually. That’s up from almost 0 in 2013.