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Create Competitive Advantage with Innovation (Collection) by Luke Williams, Dwayne Spradlin, Alpheus Bingham, Inder Sidhu, Jeffrey Wager, Donald deBethizy, Michael Lord

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EPILOGUE: An Instinct for Change: Look Where No One Else Is Looking

“If you believe human wants and needs are infinite, then there are infinite industries to be created, infinite businesses to be started, and infinite jobs to be done, and the only limiting factor is human imagination.”

—Marc Andreesen1

As we’ve just seen, Little Miss Matched succeeded with a disruptive solution that challenged conventional sock-industry wisdom. Eventually, the solution made its way onto the feet of tens of thousands of young girls around the country. As marketing expert Seth Godin has said about the company:

Instead of a strategy built around a consultant’s vision of “utility” or a strategy built around cheap or a strategy built around excessive retail distribution ...

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