--- title: Four Rules for This Disruptive Age | The Sales Blog description: You want certainty. You want to know that what you are doing is working now and will continue to work in the future. What you really want is a sustainable competitive advantage. But there is no longer any “sustainable” in competitive advantage. The last thing you can expect in this disruptive age is certainty. Here […] image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2013-02-10-at-8_29_11-PM.png --- ### [Now booking SKO meetings for 2026/27! 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You want to know that what you are doing is working now and will continue to work in the future. What you really want is a [sustainable competitive advantage](http://en.wikipedia.org/wiki/Competitive_advantage). But there is no longer any “sustainable” in competitive advantage. The last thing you can expect in this disruptive age is certainty. Here are four rules for this disruptive age. #### Be Agnostic You might hate an idea. You might have tried some idea in the past and failed. You might hate some new [process](http://thesalesblog.com/blog/2012/09/14/the-difference-between-a-sales-process-and-a-methodology/), some new methodology, or some new “new” thing. You’d be happier with the tried and true, predictable, repeatable process that ensures you work consistently and produce equally consistent results. Yeah, [good luck with that](http://thesalesblog.com/blog/2012/10/14/how-to-avoid-having-your-beliefs-become-dogma/). The first rule is to take new ideas where you find them. Be agnostic. Don’t reflexively judge ideas. The idea you hate might very well be the idea you need right now. There is no right or wrong idea. There are effective choices and ineffective choices. What was once ineffective might now be effective, and vice versa. So be agnostic. #### Be Flexible “But that’s the way we’ve always done it.” “This is the only way we do this for our clients.” Let not these words escape your lips! You live in a disruptive age. Guess what? Your clients live in this disruptive age, too. Just because you’ve done something a certain way in the past doesn’t mean that’s what you are going to deliver now—or in the future. You’re going to have to be especially flexible in delivering what your clients want. Be flexible in what you do, and be flexible in how you do it. If you want to [retain your dream clients](http://thesalesblog.com/blog/2010/12/12/why-client-retention-isn%e2%80%99t-enough-a-note-to-the-sales-leader/), this is what’s going to make that possible. #### Be Adaptive The more successful you are, the easier it is to become rigid. You might want to avoid the conflict and stress that accompanies change. But avoiding the conflict and stress that comes with change isn’t adaptive behavior; it’s mal-adaptive. Succeeding (or surviving even) requires that you face the challenges that confront you. You deal with the conflict, the stress, and the constraints head on. You attack them and adapt to your changing environment. [Be open to new ideas](http://thesalesblog.com/blog/2012/10/12/people-ideas-and-technology-in-that-order/). When new tools are developed, adopt them into your practice. When new methodologies are developed, explore them and find ways to incorporate what works in your sales game. Adapt. #### Be Courageous Have the courage to change. Embrace the change. It isn’t enough to accept that things are changing. That’s too passive. Those who survive and succeed are those with the courage to embrace the disruption. And it will take courage. #### Questions What’s changing in your world? What no longer works? What changes make you uncomfortable? How can you embrace those changes? What’s changing in your client’s world? How can you better serve them based on their new wants and needs? Who do you have to become to be more adaptive to change? ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2013](https://www.thesalesblog.com/blog/tag/2013) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on February 10, 2013 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2022-06-16T3:22:26 PM", "datePublished" : "2013-02-10 20:47:55", "description" : "You want certainty. You want to know that what you are doing is working now and will continue to work in the future. What you really want is a sustainable competitive advantage. But there is no longer any “sustainable” in competitive advantage. 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