An industry disruptor is one that shakes up an industry by challenging taken for granted assumptions and rules of competition.  It is able to disrupt and reshape an industry by delivering tangible value focused on the needs of customers, while the incumbent industry players are focused on trying to outcompete each other.

In our fast-evolving world, one of the most powerful and exciting areas of innovation lies at the intersection of traditionally separate industries and organizations.   Companies that are first to discover and occupy these intersections are future shapers, able to create market-driving and lifestyle-changing new value propositions.

What if you challenged the established, traditional pricing model of your industry, and simultaneously unlocked customer and employee infatuation as the result?  This is what an intrepid restaurant owner in Pittsburgh, Pennsylvania did.

Mondelēz International is a confectionery, food and beverage conglomerate, with annual revenues of $36 billion and 110,000 employees around the world. It comprises the global snack and food brands of the former Kraft Foods, including Oreo, Nabisco, Trident, Chiclets, Dentyne, Halls, Milka, Cadbury, and Toblerone.

In my book ‘Slingshot’ I talk about the infatuating effect of creating an image of exclusivity around your offering.  After all, it is human nature to want what seems hard or impossible to obtain.  One example I gave is an experiment with non-wine drinkers who tasted cheap wine that was labeled expensive, and thought that it tasted better than expensive wine that was labeled with a low price. Along these lines, I think the idea of creating the most exclusive website is brilliant.