Elvis didn’t invent rock ‘n’ roll. Steve Jobs didn’t invent the smartphone.* Google didn’t invent web search. All three took an idea, twisted it, made it better—and changed the world.

People love out-of-the-box ideas. But they pay for what’s inside the box. For what your product helps them do. For how your service makes them feel. For how your ideas help them progress.

Making phones, web search, and rock ‘n’ roll better did the trick for Apple, Google, and “the King”. Among all strategies, improving the offer is often the most profitable. Patrick Barwise and Sean Meehan made the improvement-case in their masterpiece Simply Better.

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Think about your audience—customers, fans, or society. How could you make their experience better? Could it be faster, nicer, cheaper, more convenient, more useful?

Sometimes, winning is all about thinking big inside the box.

 

*  Take a look at IBM’s 1992 Simon Personal Communicator