????如果你的顧客不希望現有觀念被顛覆，你該如何顛覆他們的觀念呢？

????在《財富》科技頭腦風暴大會（Fortune's Brainstorm Tech conference）的一次圓桌會議上，企業家和來自一些快速發展的公司的高管們齊聚一堂，討論這些新銳公司應該如何顛覆市場現狀。但是他們討論的重點并不在于如何取代現有的強大對手，而是就另一項挑戰進行了生動的討論——也就是如何顛覆顧客的觀念。

????無線寬帶服務供應商阿魯巴網絡公司（Aruba Network）的CEO柯萬柯稱：“顧客往往會抵觸顛覆性的觀念，因此新銳公司任重道遠。”

????柯萬柯的解決方法是，讓別人來說服顧客，使他們相信變革是件好事。柯萬柯說：“在iPad問世之前，我說起分布式存取環境，總覺得自己像一個賣草藥的，（別人總是不大相信你的療效）。而在iPad大熱后，人們紛紛找上門來，仿佛我是賣阿斯匹林的。”【會議的主持人、來自麻省理工大學的許拉吉此時打趣道：“史蒂夫?喬布斯成了你的特洛伊木馬了。”】

????智能商務公司Domo的CEO約什?詹姆斯（同時也是Omiture公司的創始人，現在Omiture已并入Adobe）指出，顧客并非總是知道什么對他們來說才是好的。他說，一個顛覆性企業家最重要的技能之一，就是要“有勇氣”無視顧客說他們眼下需要什么。“我們要著眼于顧客潛在的需求，打造超出顧客預期的產品。”

????譯者：樸成奎

????How do you disrupt when your customers don't want to be disrupted?

????At a roundtable conversation at Fortune's Brainstorm Tech conference in Aspen, Colo., a group of entrepreneurs and fast-growing company executives convened to discuss the ways upstarts are trying to shake up the status quo. But rather than focusing on the incumbents they are seeking to displace, the disruptors engaged in a lively conversation about a different challenge: shaking up customers.

????"Customers don't want disruption," said Dominic Orr, CEO of Aruba Networks (ARUN). "They have a job to do."

????Orr's solution? Let someone else convince customers that change is good. "Before the iPad I'd go in to talk about a distributed access environment, and I felt like I was pitching herbal medicines," Orr said. "After the iPad I felt like people were coming to me for asprin." (Which led moderator Michael Schrage of MIT to quip: "Steve Jobs is your Trojan Horse.")

????Josh James, CEO of Domo and founder of Ominture (now part of Adobe (ADBE)), noted that customers don't always know what's good for them. He says one of the top skills of a disruptor is to "have the courage" to ignore what customers tell him they think they need. "We need to create a better version of a product that they're going to want."