Book-Marketing Tip of the Day – May 23, 2018

There are two types of innovation. One is incremental innovation where products are so similar to existing items that they require no major change in the consumers' behavior (Chicken Soup for the Entrepreneur's Soul vs. Chicken Soup for the Pet Lover's Soul). The other innovation is disruptive, one that significantly alters the usage patterns, such as moving from retailing to etailing, or moving from books to ebooks. Generally, marketing incremental innovations are less expensive than marketing disruptive innovations, but the latter can be more lucrative.