Kings of Convenience

Seth Godin points out that marketers typically work in Circles of Convenience: "They stick to the tactics, products, people and channels that they are comfortable with, instead of rethinking what the market demands." It's difficult to do, but business requires serious risk-taking. Rather than doing what has always been done, successful businesspeople must try new things that have never been done. Instead of looking at often-used solutions and applying them to current situations, they must look instead at the problem and situation and develop entirely new solutions. They must clear their heads of existing ideas and arrive at something entirely different. While it may seem risky, it seems to be the only way to differentiate oneself from "the pack"—and thus, gain success.