Problem:
It is good for business to look to what their competitor is not doing and taking it to the next level. Too many times I see copy-cat marketing. Someone sees something they like, changes very little and then promotes it as their own. It is those that are creative that are able to continually change and stay on top of the market. New products and promotions that are out their first are able to create the buzz. Then when the copy-cats show up it is so yesterday because you have already changed. Being innovative is what will make one stand out above the rest. Explain.