There’s a concept in Blue Ocean Strategy, one of my favorite books, called value innovation. To create value innovation, companies must orient themselves to deliver a “leap in value” for both themselves and their customers. 

 

Most organizations are satisfied to compete in a red ocean stained with the blood of those who came before them and swim there now. They are ensnared by the structures of the way things have always been done. 

 

Value innovation is about breaking free of those restraints, taking a fresh look at the needs of people and constructing something new that transcends current offerings. To accomplish this, you have to challenge everything about the way you do business today…including your marketing.