Welcome to another edition of Pivot + Thrive, Kaptivate’s series where we talk with folks who’ve managed to ride the waves of change without totally wiping out. This time, we sat down with Jay Anaya, founder of Disruptica, a company helping organizations embrace AI automation without losing their minds (or their budgets).

So, what’s Jay’s big challenge?
In a word: noise. Not the construction-on-your-street kind, but the endless swirl of AI hype, fear, and flashy new tools. Everyone’s panicking about what AI might do to them instead of what it can do for them, and that makes it tough for Jay to clearly communicate Disruptica’s real value.

So how’s he handling it?
Jay and his team took a bold step: extreme simplicity. They ditched the old model of custom software development (you pay, we code) and pivoted to offering much of that upfront work for free. Yes, free, as in zero dollars. The real business now lies in long-term partnerships, where Disruptica keeps automations running smoothly as clients grow and change. Turns out, building trust is easier when you’re not constantly trying to sell something.

Is it working?
Oh, it’s working. Jay says this pivot has led to stronger, more authentic relationships with clients. They're asking more questions, coming to him earlier in the decision process, and trusting Disruptica to guide them, not just sell to them. Sometimes Jay doesn’t have the answer right away, but he digs in with his team and figures it out. Clients love that. It’s like having a local guide through a very foggy unfamiliar mountain pass.

What can we learn from Jay Anaya’s journey?

• In a loud market, clarity is king.
  
  
• You don’t need to shout louder, just speak smarter.
  
  
• Long-term trust beats short-term transactions.
  
  
• And sometimes, the best sales strategy is simply being helpful.

Jay and Disruptica show us that thriving isn’t always about doing more, it’s about doing the right things better. Even if it means giving away some code for free.

Watch Jay’s full #PivotAndThrive interview.

Kaptivate remains committed to helping brands navigate uncertain times and challenges, successfully pivot, and be able to thrive in the future. Are you interested in learning more on how we can help your organization pivot and thrive? Connect with us today!