"You can disrupt your entire industry right now simply by putting out content that others aren’t willing to share," states Marcus.
In this episode of Endless Customers, I sat down with Marcus Sheridan to explore how bold, transparent content can set your company apart. The central question: How can your business become the most trusted voice in your industry by addressing what competitors avoid?
One key strategy Marcus highlights is addressing the elephants in the room: "You’ve got to be willing to talk about that which others are not willing to talk about in your space. You’ve got to be willing to show specifically, in this case through video, what others in your space are not willing to show."
Marcus shared two striking examples:
Boating industry pricing tools – Over 8 years ago, Marcus predicted that every manufacturer would need a “price-your-boat” tool online. At the time, most leaders laughed. Today, 65-70% of manufacturers use one, proving that transparency eventually becomes the industry standard.
River Pools & warranties – Marcus disrupted his own industry by openly discussing misleading fiberglass pool warranties and common shortcuts (like building pools on sand). By addressing what was “screwed up” in the space, River Pools became the voice of trust and shifted buyer expectations.
What feels risky today often becomes tomorrow’s norm.
Marcus argues that many companies fear disruption due to potential backlash. However, he believes that the customer's needs should come first: "I'm more worried about the customer, the consumer not getting what they want and not being treated fairly, than I am about frustrating a competitor. What matters to me is the truth."
Disruption creates ripple effects beyond sales:
Talent attraction – Top employees want to work with companies seen as innovators.
Opportunities – Partnerships and media coverage flow naturally toward visible leaders.
Authority – You become the go-to source that buyers trust.
Marcus explains, "When you become a thought leader, opportunities become attracted to you. Suddenly, you have folks saying, 'Well, you guys are doing something special. I can't help but notice.'"
Creating this type of content isn’t taking the easy road. But if you’re willing to take a risk and be transparent, you’ll become the voice of trust, the thought leader, and the most known in your market. When that happens, the opportunities will present themselves.
At IMPACT, we coach companies to embrace bold, trust-building content strategies that attract better buyers and create a competitive advantage. If you’re ready to disrupt your industry and become the voice of trust, let’s talk about how to implement Endless Customers in your business.
Marcus Sheridan is a writer, speaker, and business expert who’s worked with companies all over the world. Marcus is the author of Endless Customers and They Ask, You Answer.
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What topics should I cover if I want to disrupt my industry?
Focus on the hard questions buyers ask but competitors avoid: pricing, product weaknesses, comparisons, and risks.
Won’t I upset competitors if I publish disruptive content?
Yes, and that’s the point. Your goal isn’t to protect competitors. It’s to earn trust from buyers.
How do I know if my content is disruptive enough?
If it feels uncomfortable to hit publish, but you know it’s the truth buyers want, you’re on the right track.
How does Endless Customers connect to disruption?
The Endless Customers System™ is built on radical transparency and consistent education. By disrupting your industry with honesty, you align directly with its principles.