When I started playing guitar in the early 1960s, nobody played “air guitar.” Those who didn’t want to play, didn’t, and those who wanted to play guitar copied Jimmy Hendricks, Chuck Berry, and many others in the entertainment industry.
Anita Campbell’s article Finding Innovation Through Emulation discusses innovation using this method in the business world. She recommends picking a company you admire, copying it, and reinventing it.
This approach is fine, but limited both inside and outside the entertainment industry. Ted Whetstone’s chapter in The Book of Business from A to Z (The 260 most important answers you need to know) takes a more holistic view. He discusses the many types of innovation:
Disruption innovation: New technology, process, etc. that gives your company an advantage.
Product innovation: The product development cycle of concept, prototype, testing, etc.
Process innovation: Changing the production or process of delivery method.
Marketing innovation: Positioning yourself and product differently in market segments.
These points are just a thumbnail sketch but could be a daunting task to a novice at strategic planning. So, the place for businesses and those in the entertainment industry to start is VISION. A business owner or an artist must establish a vision that sets them apart from the rest of the world. By vision, we are not discussing a five year plan. No, we are challenging the business owner and artist to look at the next twenty years and answer how they will change the way things are done in the world.
But why emulate other artists or companies when establishing a vision that will change the world?
Let’s take the Beatles for example:They were influenced by early Motown music. In fact, you may recall that one of their earlier albums covered three songs by Motown: Wait Mr. Postman, Money, and You’ve Really Got a Hold on Me. Sure, they performed their version of these songs, thus improving on them, but these songs did not limit their visions. Instead, they acted as stepping stones to a style that the Beatles were to be known for.
In strategizing, a business owner (and artist) must stay the course of their vision, though they are emulating others. This process infuses tactics in achieving the ultimate vision.