One way or another, to innovate successfully you have to be distinctive. In other words, Hugh is right – you have to be the only one that does what you do.

But what if you’re in an established market?

This is where it is very useful to think about products and services as the embodiments of ideas. The way to be distinctive in a market that already has a lot of competitors in it is to change the meaning of whatever it is that you offer.

If you do that, you’ll be the only one that does what you do.

(the picture is from Hugh’s daily newsletter – you can subscribe to it here)