Why This Matters
Scroll through your feed right now. What do you see?
Dances. Templates. Over-polished reels. Coaches screaming the same three buzzwords.
It’s noisy. It’s overwhelming. And if you’re honest? Most of it feels forgettable.
That’s exactly why I claim this lane: Disruptive Social Media.
Because it’s not about blending in. It’s about breaking the feed.
🔑 What Harvard Taught Us About Disruption
At Harvard Business School, Clayton Christensen shook the world with Disruptive Innovation Theory. The idea? True disruption doesn’t come from making a better Ferrari. It comes from spotting the people everyone else ignores, the “non-consumers”, and creating something simple, accessible, and powerful that eventually takes over the market.
Netflix didn’t start as Hollywood’s favorite. They mailed DVDs to people Blockbuster ignored.
Airbnb didn’t compete with luxury hotels. They gave travelers an air mattress on the floor.
Square didn’t chase corporate giants. They gave small shops a way to swipe a card.
Each started small and underestimated, and ended up rewriting entire industries.
So What Does That Mean for Social Media?
Most people are chasing mainstream vanity metrics: followers, likes, shiny aesthetics.
That’s not disruption, that’s desperation.
Disruptive Social Media asks:
Who’s being ignored in this feed?
What voices, identities, and truths are missing?
How can we simplify what feels overwhelming so more people can actually succeed?
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It’s not about pumping out 30 reels a week. It’s about designing content systems that speak to human psychology, identity, and belonging, and scaling them sustainably.
The Blossom-to-Success Version of Disruption
Here’s how I translate Harvard’s disruption theory into the digital world:
| Disruptive Strategy Principle |
|---|
| Social Media Translation |
|---|
Serve the ignored “non-consumer”
Create for the misfits, rebels, and beginners tired of cookie-cutter coaching
Simplicity over complexity
Content that’s raw, real, and human beats over-designed fluff
Iterate and improve
Frameworks like my Disruption Archetypes and Heat Scale evolve with you
Redefine the market
Stop competing in the noisy trend pool, carve out a category that’s yours
Real-World Examples of Disruptive Social Media
Faceless creators breaking 6 figures because they made content accessible to introverts and neurodivergent leaders.
Sarcastic health brands (hello, Glutes N Giggles) reaching audiences who tune out “perfect wellness influencers.”
Community-driven coaches building real conversations instead of “shouty” sales pitches.
Disruption doesn’t mean louder. It means different with purpose.
The Psychology Behind It
Harvard also teaches the Jobs To Be Done framework: people don’t just buy products; they “hire” them to solve a problem in their life.
Social media content works the same way.
Your posts are being “hired” to do a job.
Sometimes the job is: make me laugh on a hard day.
Sometimes it’s: show me I’m not alone.
Sometimes it’s: give me a tool I can use right now.
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When your content does its job? That’s when it disrupts the scroll.
The Bottom Line
Disruptive Social Media is more than a phrase.
It’s a movement.
It’s the strategy that will outlast trends, outpace hacks, and build businesses that are human, scalable, and magnetic.
You don’t need to scream louder.
You need to show up smarter, braver, and different.
This is where I play. And this is where you can win.
👉 Ready to stop blending in? Work with me here.
Karen Hewitt