💥 Disrupt Yourself: How Canadians Win the Next Wave of Change

When disruption hits your industry, will you adapt — or get left behind?

Jeff King, CEO of Greater Vancouver REALTORS® and former COO of SOCAN (Society of Composers, Authors and Music Publishers of Canada), has lived both sides of change — from leading through the digital disruption of the music industry to guiding transformation in real estate, in an age of AI, privacy debates, and empowered consumers.

In this week’s episode of Canada Now, we explore what happens when industries reach their turning point — and why Canada’s next chapter depends on the willingness of its leaders to disrupt themselves.

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Jeff draws from the early-2000s music revolution to show how fast markets can move once consumer behavior shifts. The lesson? Disruption rarely looks dramatic until it’s too late.

In real estate, in energy, in healthcare — we’re at that same moment now. Quiet rumblings. Incremental change. But beneath the surface, entire systems are preparing to flip.

In every industry, power eventually flows to the consumer. The ones who listen, adapt, and re-engineer the experience around trust and simplicity are the ones who win.

In housing, this might mean verified data and transparent transactions. In music, it meant letting listeners choose their own path. Either way, the pattern is clear: control doesn’t disappear — it just moves closer to the customer.

Canada’s quieter, more measured culture often gets framed as risk-averse. But Jeff argues that our privacy-first mindset could be the country’s most valuable export.

As the world grapples with AI ethics, data breaches, and fake everything, Canada’s policy frameworks and cultural caution might actually become our global edge.

The hardest part of change isn’t technology — it’s mindset.

“If it isn’t broken, no one wants to move,” Jeff notes.

Yet the leaders who thrive are those who move while things still work. Whether you’re a CEO, a policymaker, or a small-business owner, the question is the same: Can you reinvent before you’re forced to?

The conversation ends with a call to urgency:
2030 is not the distant future — it’s one planning cycle away. The “Silver Tsunami” of retirements, the AI revolution, and shifting demographics are colliding fast.

The decisions Canada makes now — around innovation, talent, and digital infrastructure — will define whether we’re ready to lead or catch up.

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True disruption doesn’t start with technology. It starts with humility — and the courage to ask what needs to change while things still seem fine.

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⏰ Timestamps
00:00 – Disrupt yourself before you’re disrupted / opener
05:30 – Why industries deny change until it’s too late
10:31 – The consumer is undefeated: Napster → Apple → Spotify
16:49 – Building trust: Canada’s privacy advantage
21:07 – What slows innovation in real estate and beyond
25:30 – Creating a culture of innovation
30:31 – AI and the next evolution of search
49:20 – The Silver Tsunami & Canada’s opportunity window

Jeff King was appointed chief executive officer of Greater Vancouver REALTORS® (GVR) in November 2021. Since then, he has advanced innovation and high professional standards while championing practical, non-partisan housing solutions that benefit Canadians and the Realtor community. King regularly works with policymakers, regulators, and local leaders to move ideas into action on supply, affordability, and professional standards. His leadership has strengthened Realtor voices in national housing debates and positioned GVR as a constructive community partner.

Before joining GVR, King was Chief Operating and Corporate Development Officer of SOCAN (Society of Composers, Authors, and Music Publishers of Canada).  He also served as chief executive officer of SOCAN subsidiaries Dataclef, New York based Audiam and Seattle based MediaNet. 

During his time at SOCAN, Jeff was a key leader in the transformation of the organization as it grew from $120m in revenue to over $500m. 

He was also chair of the board of directors at DDEX, a global standards-setting body for digital music distribution.

During his time in the music industry, King was named COO of the Year by M&A Today in 2019, 2020, and 2021.

He holds a BA Honours from Wilfrid Laurier University and has completed several post-graduate programs on innovation and governance His expertise in strategy, innovation, licensing, distribution, and corporate planning has made him a sought-after speaker at conferences worldwide.

About Greater Vancouver REALTORS® (GVR) | Find Jeff on LinkedIn

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We’re writing the next chapter in Canada — and it starts now. 🍁

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— Ashley Smith (@ashleysmithnow)

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