Where are the innovators?

In the process of doing B2B marketing, I visit more websites that I can count (nor want to). With all those sites I see, precious few are distinctive. No one takes risks. In fact, I saw the same stock photo of a smiling Gen Y-ish business type on two different sites.

Where is the innovation that everyone is talking about? Why are B2B marketers stuck on the idea that buyers suddenly lose their passion when shopping for business products and services? Do you drink caramel macchiato at home but buy coffee from a vending machine at work? Doubt it.

The businesses that are thriving in the recession — and any time, really — are those that innovate. They don’t blend in with every other company in their industry. They’re distinctive, or as marketing guru Seth Godin would say, “remarkable” (see “The Purple Cow“).

Go back and take a look at your website. What does it say about your company’s uniqueness? Does it resonate distinction? If you want to be noticed, start with your web presence. And here’s a good rule of thumb: If you’re comfortable with your marketing, you’re not doing it right.

Related posts:

1. Book Review: Purple Cow
2. Hard Won Leadership…
3. 4 Secrets to Small Business Growth
4. Book Review: Tribes
5. Wake Up! Marketing Isn’t Just About Bore-chures Anymore