I had some errands to run today and, on my way home, flipped on the radio. What poured forth was nothing but "classic" rock. Sure, station selection has a lot to do with what I heard today but, I was struck by how original these artists had to be, to break through and get their music accepted.
Led Zeppelin, the Beatles, Chuck Berry. Each time I changed the radio station, I heard yet another break-through artist whose music is still commercially viable on terrestrial radio. Some of this music is over 50 years old!
Early in their career, when interviewers asked The Rolling Stones how much longer they would be playing their music, they stated that they couldn't imagine doing so for more than a few years. Many years later, they still set records for having the highest-grossing concert tour. One of the reasons for the success of this band, among others, is that they broke the mold of all the rock bands that came before them. They made something new. But, what is the price for this originality?
Well, for one, acceptance doesn't come easy. It's fraught with rejection and hardship. For each artist that succeeds, many thousands more fail, give up on their dreams or work on, in obscurity. To succeed, the artist must create something totally new, unheard or unseen.
Business is like this too. We've seen the death of the me-too retailers, the consolidations, acquisitions, mergers and bankruptcies of these unoriginal companies or service providers. What does it take to break through, in the retail marketplace? Who are the innovators today?
Life is Good has a unique concept. The stores themselves are independently owned and the retailer acts more like a distributor than as an extension of the company. They order only the product their market area will support; from color selection to individual products and accessories. Sort of like your local car dealer, ordering new cars for the lot. Each boutique is unique in its selection and product mix choices.
Dollar stores, an extension of the old Five and Dime store concept are enjoying a resurgence. While not an entirely new idea, it's a retail concept that has not been seen by shoppers for 40 years (or more) so, in effect, it IS new. The bad economy is helping these stores to succeed but I'm always amazed when I see a new Dollar store opening.
There is no shortage of online stores only a shortage of good, unique ideas. The larger retailers will always have an online presence and the lion's share of site traffic. But, with a unique idea, a new concept and through the use of Search Engine Marketing, you can win traffic.
So, what will it be? Will your store be Elvis, The Doors, Pink Floyd or The Beach Boys? Whatever you decide, make sure it's different and new.
