Bixby emphasized "when reading about the concept of disruption, you find classic examples like UBER disrupting the taxi business model, Google revolutionizing online advertising, and Salesforce offering an affordable CRM platform, you don’t need to be a Silicon Valley tech startup to disrupt an industry. But, like an entrepreneurial startup, you need to be intentional and deliberate about defining your strategy, and be willing to innovate and think outside the box."
Bixby briefly shared one client story to illustrate how a small manufacturer is disrupting part of the Poultry Processing industry. LEVEL client William Goodyear Company has been manufacturing a variety of products in Monroe, NC since 1986. Many are made of injection-molded rubber. In 2000, the company began producing rubber molded products for the poultry processing industry. These "Picking Fingers" are key components of machines used to remove feathers from birds on the poultry processing line.
The company founder, Bill Goodyear, recently envisioned and patented a new product design which is already disrupting the market for Picking Fingers. Their new innovation, the "Picking Pad", is a far superior solution providing greater efficiency, safety and recycling benefits to poultry processors. Goodyear is in the early stages of product roll-out and major poultry companies are beginning to compete for priority access to the new Picking Pad product.