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  • Writer's pictureTom Levers


Updated: Apr 2, 2023

Changing the question is one way to innovate.

Take the Customer Relationship Management (CRM) CEO Marc Benioff, who started Salesforce with a query, "Why are we still loading and upgrading software when we have the internet?" He then created cloud-based software services (SaaS) as key to his CRM Value Proposition. Or, consider Nobel laureate Richard Thaler, who questioned, "Would it change economic theory if we stopped pretending people were rational?"

Sometimes you have so many options it stops innovation.


Creativity is crucial for businesses today, especially when the market is dependent on innovative, and new breaking technology. Creative business ideas set companies apart from one another. Without creativity and innovation, every company would follow the same patterns in marketing/promotion, technique, or even the goods and services they may be selling.

Great questions have a crucial quality that breaks down barriers to creative thinking. Asking these types of questions is essential because industry tactics are limited, and disruption push leaders to the edge of uncertainty and force them to figure out what they don't know they don't know – before it's too late.

Peter Drucker grasped the follower's problem when he warned that the "essential and difficult job is never to find the correct answers, it is to find the right question.

When you are stuck, you need to cultivate innovative marketing practices that can lead to breakthrough results; you have to change the approach of your problem-solving techniques.

Text, phone call, or email a real marketing challenge to me for more information. We can apply research-based insights and methods to transform your Software business marketing into a more curious, fearless, and innovative capability.

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