Few companies relish the idea of competing in an old, staid industry, spending millions of marketing dollars to gain a few share points. Yet even fewer companies find a way to reinvent themselves, developing new lines of business that are exciting and profitable. It s hard to change established ways of thinking.
Most companies fall into the common pattern of trying to be better than their competition.
In our advertising agency we specialize in working with growth companies and we ve learned that what sets them apart is a focus not on being better, but different. In fact, we believe that any company can revolutionize its industry by looking at it in a fresh light, subdividing it in a way no one has yet thought of. This industry s evolution has included a number of market subdivisions, from automobiles to cars and trucks, from trucks to 2x4 and 4x4, and from 4x4 to pickups and sport utilities. Today, if you want a sport utility you first have to choose from among four different sizes. Just when it seems there are no more variations, a new one is introduced.