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WEBSITE MARKETING

INNOVATION MAKES LEADERS
By: Developer Shed
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    2004-02-16

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    INNOVATION MAKES LEADERS
    by Pavel Lenshin


    ------------------------------------------------------------
    copyright (c) Pavel Lenshin
    ------------------------------------------------------------


    Basically what innovation does is making your business
    unique and often more progressive in its development.

    Looking deeper at positive influence of innovation allows us
    to notice clear tendency from business stagnation to rapid
    development depending on what level of innovation takes
    place in business management and planning.

    The logic behind is simple if your business is a clone in
    its product and business structure, it will more likely to
    experience difficulties in reaching set goals in comparison
    with more innovative and therefore flexible competitive
    predecessor. New and well-grounded approaches greatly raise
    chances of any legal entity to take the lead over
    competitors, because one cannot beat competition doing the
    same things competitor does. It takes implementation of the
    new progressive vision and steps in business development.

    Business innovation is an organizational and behavioral
    strategy any part of running business should be based on. In
    other words, it is an alternative way of thinking and doing
    business. There are times where conservative attitude allows
    securing reached results and accumulating resources for
    taking next step, still conservatism in Internet
    surroundings is to be exception rather than rule.

    Human is a conservative creature by nature, especially at a
    mature age. We agree to face any evolutionism when we start
    private business or under unordinary circumstances (yet 80%
    of all people don't even want to take a risk of starting
    their own businesses) but once all problems have been
    settled, the need for "another angle of viewpoint" vanishes,
    making us highly vulnerable in the face of external changes
    and environment.

    I used the word "risk" on purpose, as we know, any
    innovation is a risk. Doing what others do may be a wise
    strategy for slow moving - low profit development and it may
    be good for big corporation where gross income in several
    hundreds million dollars can "leverage" their reluctance for
    adopting innovative measures.

    Small business owner does not have such privilege. For
    him/her it is usually a matter of survival to be innovative
    or not.

    Innovation is a feature and integral part of starting,
    running and developing business, especially Internet
    business nowadays. I laid stress on Internet business for
    the unique competitive surrounding it possesses. While
    competition in offline business world may "forgive" some
    "imperfections" in plans, services, products or marketing
    due to inability of instantly offering a good alternative,
    business online instantly presents any visitor with
    thousands of similar choices that can be reached with a
    click of a mouse.

    For every offline business owner having several direct
    competitors on the same street is a nightmare, demanding
    taking unordinary steps in order to "keep afloat".
    For every online business owner hundreds, if not tens of
    thousands, direct competitors "on the same street" are a
    usual and inevitable feature of running online business from
    the very beginning. Crucial part of making a difference here
    is to implement innovative-based business tactics on a
    constant basis.

    There are many strategies of unique marketing measures that
    brought success. I have personally emphasized the importance
    of creating USP (Unique Selling Proposition), but all of
    these advices are nothing more than a way of innovation
    implementation.

    Whether you are creating a new product, choosing a
    web-design, setting up customer support or developing
    marketing plan - be innovative and unique in your
    approaches.

    Every starting solo professional on the net experiences
    shortage in everything but probably a desire to succeed, so
    there is no point in reinventing the wheel.
    Often we are forced to make a compromise. If we speak about
    marketing strategy your next move may be well-known,
    widely-used and, therefore, customer-response-depleted or,
    on the other hand, innovative, unique and fresh, generating
    exposure you have never anticipated. Unfortinately many of
    us go the "conservative" way and that is why are doomed to
    read success stories of others, trying to reproduce what
    thousands marketers do vainly.

    We are given proven tools that work - USP, time management,
    branding, viral marketing, affiliate programs etc. they
    represent the invented axe - a proven tool - with help of
    which we need to cross the "Internet business ocean" and
    reach desired point "B", but it is for us to decide how
    wisely to use given axe.

    The first one decided to throw it away and swim across, the
    second built a raft, the third added oars, while the forth
    one in addition set a sail with a steering-wheel. What are
    you going to do? Rationalism teaches you to go the
    best-known forth way, while innovation - set a second sail
    or invent a steam engine!

    -----------------------------------------------------------
    Pavel Lenshin is a devoted Internet entrepreneur, founder of
    ASBONE.com, where you can find everything to make your
    business prosper. Discounted Internet services,
    FREE ebooks http://ASBONE.com/ebooks/
    FREE reports http://ASBONE.com/reports/
    ------------------------------------------------------------

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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