A simple test to identify disruptor in your vertical

July 1, 2019


Our brand new website is live now. This new website is built using a powerful headless CMS, statically generated by Gridsome, and hosted by Netlify CDN. Given that, we use JAMstack extensively in our own products as well as for several client products, settling on this stack was a no brainer for us.

Recently, we came to a realization that if you are not using a headless content management system (CMS) - with or without JAMStack - you are less likely to be a disrupter in your vertical or domain. Now, by all means, we are not a disruptor (not yet) but we are well aware that our marketing technology stack needs to be as good as our products.

Disruptors are all-rounders

In our opinion, disruptors are all-rounders - i.e. they are excelling in a wide range of areas necessary for leading the disruption and market including but not limited to an exceptional product range, superior technology stack, and efficient marketing machinery. A headless CMS is part of its powerful marketing strategy.

Our Claim

You may ask what is wrong with traditional CMS such as Wordpress or Adobe AEM? Well, nothing wrong but it highlights either you don't have a right kind of technology leadership in place to envision and recommend a headless CMS or your executive leadership can't comprehend a need for headless CMS i.e. they are unable to see the future as they are so tied in current day-to-day requirements.

In either case, a company using a traditional CMS is not a disruptor albeit is being disrupted by their competitor who not only have an overall better product and business model but they also a superior marketing technology in place.

Now that we have made a claim, we need to provide some evidence why we think headless CMS is so important indicator. In fact, we don't need to go very far, let's just review the home page of Uber, Netflix, and Airbnb. All we need is to review the source code of the home page in the network response tab of a Chrome or Firefox web inspector. As you can see, there is no content in the source code because the content is being served via APIs as XHR requests. Now, you know the drill. Go and check the website of a competitor who is disrupting you. In some cases, headless content is service-side rendered (SSR) giving the impression of traditional SEO-friendly content delivery i.e. first page service-side rendered followed by incremental content load vis headless CMS APIs.

Headless content delivery for Uber home page

To learn more about content management systems of the future and how Headless and JAMstack fit into the marketing technology landscape, please read this blog post from our Founder and Chief Architect.