How Innovation Drives Sustained Growth for Your Brand

Let’s pretend for a moment you’re in the business of selling transportation to college students. What, do you suppose, is most important to them: price, time, convenience, comfort or safety? After you conduct your market research, you determine what matters most to your target audience is time. So you develop a value proposition and service offering that guarantees a five-hour bus ride from the student’s college to his or her hometown. Your business begins to grow. A few months go by and somebody else comes along offering students a faster ride home (time) with door-to-door service (convenience), an impeccable safety…