Baked In

Are you thinking small enough? What’s a niche in the market that seems to be forgotten by everyone else that you can own? Are there any small niche customers, like dog owners, with whom you can innovate? Also, think small when it comes to your products. How can you innovate a product feature that seems small but could do huge business? This is another reason why we like the new Amazon Kindle’s Read-to-Me function. Also, think about what’s happening in other fields that might influence your customer’s behavior. When the iPod came out, it certainly changed how people used their car stereos. The winners have been those companies that adapted fast with a small change—an iPod plug-in, for example—with big consequences. The question is, can you find inspiration where no one else is looking?