Page 81 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

Arguably, though, the decision was entirely rational. When
threatened with stagnating sales, a lackluster brand and competitive
pressures, what else was there to do except throw the rule book away
by innovating and connect with customers by “wowing” them? Bob
Lutz may have reached his decision through instinct, but it was his
experience that told him which rules to apply.

In practice

• Differentiate yourself from competitors by basing decisions on

personal experience and instinct rather than typical market
research or other rational methods.

• Do not be afraid to undertake bold decisions when drastic action

is required.

• Talk with people—colleagues, customers, commentators, and

people in other industries. Explore their views and ideas.

• Ensure the idea is executed methodically and efficiently.

74 • 100 GREAT BUSINESS IDEAS