I once had someone ask me what “disruptive innovation” meant to me.

I stumbled for a beat because it’s such a big topic—one that can’t easily be summed up in a simple answer. More importantly, at least for the clients I work with, it’s difficult for any one person to think they can disrupt an entire marketplace. The task feels massive—like something only industry giants and relentless startups pulling all-nighters could tackle.

Look at these commonly used examples of disruptive innovation and try not to be intimidated.

• Academia: Wikipedia disrupted printed and digital encyclopedias. Officially ending a 244-year run by Encyclopedia Britannica with one innovative idea—a web-based, free-content encyclopedia that is openly edited by internet users. Wikipedia quickly went from that questionable resource that you weren’t sure you should trust to being the number one source for healthcare information used by doctors.
• Transportation: Uber has completely changed the way everyone gets around. No longer are the days of begging your friends for rides to the airport, trying to hail a taxi cab, or even having to leave the house for fast food. It seems like these days, every new business idea is explained as “It’s like Uber for X.” Just watch a few episodes of “Shark Tank” to see how Uber has disrupted the market and over-saturated an entire on-demand industry.
• Entertainment: Netflix isn’t the first video-streaming service but its innovations in matching viewers’ preferences with suggested content and bold moves like releasing entire seasons of new shows at once have changed how the world consumes serialized television. It began collecting data on movie watchers ever since the DVD-by-mail days and has used its streaming data to guide some of its biggest content decisions, like outbidding HBO for the show “House of Cards,” which helped elevate the service to market domination.

The challenge for small businesses and service-based sales professionals becomes, “How in the world can I possibly create the same level of disruption as these companies?”

To be disruptive in your market, you don’t need ambitions of global domination. (Of course, it’s okay if you do.) And you don’t have to raise millions in funding. (Also, totally okay if you do.) But you can still be disruptive in your own defined world—your community, your neighborhood, your county. As you are serving your clients’ needs, look for gaps in the market that others haven’t filled and consider how you can offer a brand new level of service that will set you apart from your competition.

Like the famous quote often (mistakenly) attributed to Henry Ford, “If I had asked people what they wanted, they would have said faster horses,” you have to think outside the status quo, put on your visionary goggles, and picture a world that you want to see. Then, set out with a relentless passion and plenty of action to make that future happen.

Don’t just react to your clients’ requests—anticipate their needs, do what nobody else in your local industry is doing, carve out a niche, and disrupt the market in your own unique way. Who knows, maybe you’ll be the next “Uber for X” in your town.