Watching the competition closely? You’re likely missing the larger picture.
Big ideas won’t likely come from keeping up with the Joneses. Instead, look to other industries to get a sense for how needs are changing and benefit from the latest thinking, says Melanie Spring, founder of the Washington, D.C.-based marketing company Sisarina. This strategy can help you keep a fresh perspective and stay distinctive, giving you the edge you need to draw the clients you want.