CHAPTER 16

If you always do what you always did, you will always get what you always got.

—Albert Einstein

Always Be Innovating

Beyond a great idea and initial success, your startup will require the ability to continue innovating and pushing the envelope. When you think of innovative companies, the usual suspects come to mind—Nike, BMW, Coca-Cola, Starbucks and of course, Apple. Most of you probably know their stories, but we would like to share the story of one particular company, the fast food chain, Chipotle.

If you’ve ever been in a Chipotle, you wouldn’t immediately think of it as a traditional, fast food restaurant. Their approach to dining has made them the face of a new restaurant trend called “fast casual.”

Generally, the term fast food ...

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