Let’s brainstorm for a moment and consider luxury automobiles. Think about brands such as Mercedes, BMW, AUDI, Cadillac, Lexus, Jaguar and Lincoln. Then you have your super luxury brands, like Rolls Royce, Bentley and Maserati.
Now, consider the Porsche for a moment; it truly is in its own category of automobile. It’s refreshingly different from the rest. It’s sleek design, unique features and uncanny power sets it apart from other of luxury automobiles. It took breakthrough technology, significant innovation and flawless execution to design and manufacture the Porsche. And Porsche doesn’t care about differentiators; they created a product that’s so unique it has virtually no competition.
Entrepreneurs must think and act like Porsche. Develop a product that doesn’t require differentiators. Develop a product that stands alone. Develop a new category of products. Think back and consider the accomplishments of the most successful business men and women in history: Alexander Bell, Thomas Edison, George Eastman, Walt Disney, Oprah, Steve Jobs, and even Mark Zuckerberg. They didn’t care about subtle differentiators, rather, they created new market segments. They disrupted the overall business landscape and changed people’s lives through innovative genius.
Find your “innovation genius”
A couple of weeks back, a good friend of mine recommended that I read “Disrupt: Think the unthinkable to spark transformation in your business.” The concept of the book is to throw away conventional ways of thinking and to embrace breakthrough ideas and innovative thinking through a disruptive process. It’s a great resource for any business leader or entrepreneurial-minded individual who desires to go beyond the cliché of diversification and employs the mantra of true innovation. If there is one book that teaches and provides a process for breakthrough thinking, it’s this one.