Changing Course Toward Creative Disruption
By Bruce Kaufmann and Jim Hatcher
When Professional Products rebranded in 2011 as Human Circuit, we experienced a mixed reception. Curiosity from clients and skepticism from manufacturers. As we made our departure from a traditional reseller and moved toward an innovative system engineering firm, we created disruption in our market. As Human Circuit, we prefer the application of simplified systems based on extensible and opensource technology. Our approach is disruptive because it challenges the traditional purpose-built monolithic hardware that continues to dominate our industry. Shortly after our rebranding, the skeptical reception we received from manufacturers was followed by a wave of resentment.
We understand. It is the same reaction that meets every disruptor in every industry. The interesting part to us is that while there are intentional moves to be a disruptor by some, our move was to position our company for success in a saturated and commoditized market. The way we saw it, we didn’t have a choice. And, it worked despite the fallout.
Human Circuit now thrives on the compliment of being a disruptor and will continue to do so. As technology and the markets that we serve evolve, we are and will be proactive to anticipate what must be done to provide clients with answers to difficult problems. It is our anticipation of changing conditions that provide us with the foresight to be an unrelenting advocate for our client. We are the front-end and the protector our clients require from the confusion of technological change.
We continue to wear the badge of disruptor proudly.