Have you ever noticed that if you bet on a horse, you don’t get more money if the horse wins by a greater length? If he wins by a nose you get the same amount as if he wins by 2 or 3 furlongs. It’s even worse for the horse owner because when it comes to the race winnings he doesn’t get win, place or show.
Creativity is very much like this. If you’ve got the most innovative and interesting product, you’ll win the market. It’s true there may be some also-rans for awhile, but eventually they’ll be forgotten and you’ll win the race. The good news is you only have to be a little more creative than the next person. You only have to win by a nose! But if you ever stop running, you might be overtaken and lose the race.
What this means for creativity is you need to be constantly innovating. But you don’t need to be making a breakthrough every time, as long as you keep getting out ahead of everyone else. Little moves forward can accumulate, and when you hit a real winner there will be no catching you. That’s why you need to be focussed on creativity and innovation in business every day.
Finally, the good news is that most people aren’t even in the race, they’re just looking to catch up! So make sure you innovate every day and think about new approaches to keep you in front.
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