Innovation and Performance as Competitive Advantage

Sore subjects at B&J. We know firsthand that, by themselves, innovation and performance do not always equate to competitive advantage. We’ve always used innovation to improve performance.

We invented and patented PIN-based Web profiling. Our iMarq platform was Web 2.0 years before there was a Web 2.0. Throughout our 15-year history we’ve invested money and resources way beyond any marketing company our size.

So what did we learn?

Simple truth is that the market has to be hungry for your innovation, and you have to market it effectively inside a receptive environment for it to matter. Field of Dreams marketing (”build it and they will come”) doesn’t work. You’d think marketers like us would know that. Of course we still innovate and perform like crazy.

We can’t help it, it’s our DNA.