Stephanie Scheller, founder and CEO of Grow Disrupt, shares the compelling story of why Grow Disrupt decided to undergo a significant rebranding of its marketing messages, despite facing skepticism and opposition. This article delves into the transformative journey of Grow Disrupt, highlighting the strategic decision-making process that led to embracing a new direction and the subsequent impact on the business.
Recognizing the Need for Change
In 2021, Grow Disrupt began dissecting what exactly allowed their organization to double in size during the pandemic when other event companies were shutting down. They quickly realized that these meticulously designed events were particularly well-suited for entrepreneurs with ADHD. This realization prompted Stephanie and her team to consider rebranding their messaging to explicitly cater to this audience. However, when Stephanie initially discussed the idea with her mentors and peers, she encountered a wave of caution and dissenting opinions.
Overcoming Doubts and Hesitations
Despite the initial hesitation, Stephanie persisted in exploring the idea of rebranding. She engaged in extensive discussions, sought valuable input from industry experts, and conducted thorough message testing before making any significant changes to Grow Disrupt's website and marketing material. This meticulous approach allowed her to gather insights and gain confidence in her decision.
ADHD as a Unique Advantage
Stephanie's unwavering belief is that a significant portion of the entrepreneurial population possesses traits associated with ADHD. Contrary to the prevailing notion that ADHD is a problem, Stephanie views it as a remarkable superpower. Drawing from personal experiences and her upbringing, she acknowledges the tremendous creativity, problem-solving prowess, and ability to multitask that often accompany individuals with ADHD. Recognizing the potential of these traits to fuel entrepreneurial success, Stephanie felt compelled to embrace and celebrate them.
While Stephanie understood that openly positioning Grow Disrupt as an event company catering to entrepreneurs with ADHD might create some apprehension, she also recognized the power of differentiation. Inspired by Jesse Cole's "yellow tux" concept, Stephanie realized that not everyone would resonate with the company's unique approach, and that was perfectly fine. By boldly embracing their focus on ADHD, Grow Disrupt could attract precisely the audience that deeply resonated with their vision and values.
Navigating Pushback and its Value
Undoubtedly, the rebranded messaging faced pushback from various places. Some voiced concerns about potential stigmatization or the perception of exclusivity. However, Stephanie remained steadfast in her conviction. She saw the pushback as a filtering mechanism, helping Grow Disrupt identify those individuals and businesses who genuinely aligned with their mission. The ability to swiftly separate those who were not the right fit ultimately saved time and energy, allowing the company to focus on its target audience.
The Power of Passion and Authenticity
Stephanie underscores the significance of aligning personal passion and values with the advice of mentors. While mentorship is invaluable, it is essential to discern when to deviate from conventional wisdom and follow one's instincts. Stephanie's unwavering commitment to helping individuals with ADHD harness their superpowers fueled her decision to proceed with the rebranding, despite the concerns raised by mentors and peers.
Grow Disrupt's bold decision to rebrand its marketing messages demonstrated a profound commitment to authenticity and a clear understanding of their target audience. By recognizing the unique value they provided to entrepreneurs with ADHD, the company positioned itself as a trailblazer in the industry. Through Stephanie's visionary leadership, Grow Disrupt successfully navigated the initial doubts and pushback, ultimately attracting a passionate and dedicated clientele. This story serves as an inspiring example of how embracing uniqueness and staying true to one's mission can lead to exceptional outcomes for both the business and its intended audience.