“That’s how we’ve always done it” is NOT Innovation

There are many companies out there today that do things because “that’s the way it’s always been done” or “that’s just the way we do it”.

These are dangerous statements for any company to make, not only because they have the potential to hinder growth, but because of the other side of that coin – they are limiting the innovation that has the possibility to take place IF they decide it is time for a change (or an up-level).

While the image on the right is a “meme” that has been floating around the internet. I found it to be relevant because it provides examples of companies who are no longer the leader in their industries because they were unsuccessful at being customer centric, but it’s more than that.

For years, these companies were the leaders in their industry, but, they failed to innovate – they did the same thing over and over because that’s “how it’s done” (I don’t think we need to mention what it’s called when you do something over and over again expecting different results), and someone else took the number one spot.

Think about it. What would the world look like, today, if Blockbuster listened to their customers and not only lowered late fees, but took that next step to up-level their company and allow customers to mail back their movie rentals?

What would it look like if the music industry didn’t fight against Napster, but found a way to work together to monetize each song that was downloaded so artists wouldn’t be victims to piracy?

As you read in the beginning of this article – when you do things the same way you have always done them, you will fall behind in the world. These companies are proof.

Now let’s turn the tables on you, how do you rise up?

It’s simple: change your ways. Innovate by approaching everything like you’re doing it for the first time! Then, you will Stand Out.

Over the past 10 years I have been in the marketing industry, I have seen business owners use branded items in the same ways over and over again – without a strategy in place to make sure they reach their goals and more importantly, get a return on their investment.

However, these items have the potential to help you hone in on that customer centric/innovation mindset that will help you provide a customer experience that will make you unforgettable.  When you have the mindset that you will keep using branded gifts the way you have always used them, you risk the benefits they can actually bring.

By listening to your customers, and infusing products in the places your clients are “stuck” in your sales funnel, you can provide amazing and beautiful experiences that will definitely keep your company on the map for a long time to come.


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