I am fascinated at how a few companies, large and small,  continue to prosper during these last couple of years, during a bad economy.

It appears to me that the companies that succeed consistently are not just squeezing the last dollar out of cost cutting; they are innovating on continual basis.

One of my favorites is Southwest Airlines. When the rest of the airline industry zigs; the zag. Many airlines have implemented draconian baggage checking fees (up to $120 round trip) and Southwest has created a hysterical campaign that counters them: Bags Fly Free.

At the same time, Southwest developed an ‘automatic check-in option’ for $10. It truly is a convenience, which some people may elect to pay for. I’ve used it. I love it, and will probably elect to use it on most flights.

In this case the innovations are the differentiation. Southwest is not trying to please everyone. No business needs to do that. And one can’t.

What you can do is better your business and clearly separate it from the competition. This is not a once-in-a-while thing. This is a constant activity.

Are you taking the time to step back an observe the ways your company can improve its products and services and create that separation from the competition?

Chime in… What ARE you doing to innovate?

Andy Ebon
The Wedding Marketing Authority

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