If you follow the tech industry, one of the leading indicators for “the next big thing” is whether a company has created “disruptive technology” – meaning they’ve managed to totally change how business gets done.

Examples of “disruptive technology” typically include Artificial Intelligence, 3D Printing, High Speed Travel, and Robotics.

But a recent article on the website zerohedge reminded us that using “disruptive technology” to create a business empire is hardly new. To prove that point, they pointed out “the world’s most disruptive technology” from 100 years ago:

The Sears Catalog

I know. Sears has definitely had its troubles lately and Amazon – today’s hot innovator – is likely no small reason for that fact.

Nonetheless, it’s worth remembering just how radical Sears was in pioneering mail-order and bringing it to the masses. Its 1920 catalog packed 1,493 pages with offers for everything from clothing to appliances, jewelry, home entertainment, tools, even entire houses.

And many of the marketing techniques Amazon uses today can be found part-and-parcel inside the Sears catalog… every item had a picture, a description, and a price. It was even organized in a way that led to purchases of related items, just like Amazon does with “if you like this item, you may also like this…”

Sears included a money back “if not satisfied” guarantee for customers, removing the perceived risk of buying without seeing the item in person. And they even offered financing for the higher priced items.

All told, the Sears catalog and core business model proved to be both dramatically disruptive and exceptionally profitable – for over 100 years Sears was a model of prosperity and success.

Not a bad run at all.

Will Amazon have the same kind of run? No one can predict the future, but what we can do is keep a sharp eye on trends and a firm grasp on fundamentals. That’s the best path to a strong portfolio regardless of where disruption or technology takes us. For help in setting your course, call us today at 610-695-8748 or book online at https://go.oncehub.com/RoyInnella