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Why bother to innovate?

Seth Godin has written an interesting piece on Fast Company about the scarcity shortage in today's society.

Lord knows, we're running out of a lot of important things - clean water, free time, breathable air, the ozone layer, and honest leadership, just to name a few. At the same time, we have to worry about something that is about to affect just about every business I can think of. We're running out of scarcity.

Focusing on doing ony one thing, what you are best at, is one of the all time important secrets to success. Today more than ever. What I find really sad about what Seth Godin is writing is the implication that there is no use in innovating. Why bother? Why spend lots of brain cycles and hard cash on innovative solutions, products and designs when your competitor can create an exact copy of what you have created in no time? How will you get your investment back?

I guess one way is to make sure that you have enough "time-based monopoly" to get your money back before your competitors catch up. Another way would be to build a good enough brand (yawn) that you become the de facto choice of consumers. Yet another way would be to deliver great service and customer care and make sure that your customers know that they get their money's worth.

Found this via Enkelriktat, Niklas Johansson's great blog.

Fast Company | The Scarcity Shortage

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