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To succeed in business takes more than a good product or service.
The Internet has revolutionized the way that we do business and the way
customers evaluate with whom they will do business. The landscape is extremely
competitive with many products and services competing in the same space. To be
heard above the clamor of a cluttered marketplace, you must have a "big
idea" - a concept or a hook that makes you stand apart from everyone else.

Your big idea does not even have to be new; you can take an
existing concept and position it in a different way. For a real world example,
consider the diet book market. There is nothing at all new about dieting but
each new diet success takes an old concept and adds a different twist that makes
it appear to be revolutionary.

The big idea really distills down to differentiation. Listed below
are a few tips for being a rebel in a "me too" world and reaping the rewards
from your big idea.

• Give them the Fish. We often hear that if you give
  a man a fish, he'll eat for a day, but teach him to fish and he'll eat for
  a lifetime. That advice however does not apply to how you approach your
  market. In today's time starved world, people are looking for the package,
  the instant solution. So, don't teach them, give them the fish! Your
  customers need to grasp your big idea immediately. Cater to their laziness
  and you will stand out from the crowd.
• Differentiate by being
  specific.
  Time management experts share that if you start a meeting at 9:03 AM
  rather than 9:00 AM everyone will remember and be on time. In starting off
  the hour, it is more specific and thus more memorable. The same is true in
  marketing your product or service. Specificity will bring you greater
  results and will stand out from generic promises. In example, "33 Days to
  Riches" is more specific than "Great
  Ways to Make Money". Consider the success of
  "Eight Minute Abs." Would it have been as successful if named "Sixty
  Minute Abs"?
• Do the Opposite. Doing the opposite of the
  masses gives you the opportunity to differentiate your business and create
  a niche that you can dominate. If you simply follow the well trodden path
  of the masses and become a "me too" product you will find greater
  competition and less profits. However, by seeking to go in a different
  direction, you create the path and open new avenues of success.
• Move the Application. Take a concept or hook from
  somewhere else and use it in a new way. You can look outside of your
  industry and take successful concepts and use it in a new way for your
  business. Many businesses fall into the trap of being myopic. They view
  what their competitors are doing to measure their success. They stay
  within their own industry, often even reluctant to hire employees from
  outside of the industry. In this way you miss out on great ideas that can
  help you differentiate your business.

Your business success
requires more than just having a good product or service. There are lots of
great products and services on the market. The big idea will give you
visibility and viability. Keep your eyes open and see what is happening in and
out of your industry. Your next big idea may just be staring you right in the
face.

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