There is a plethora of articles and books out there about how difficult it is to be in a commodity business. Books like “Blue Ocean Strategy” talk about it in terms of swimming away from the red ocean to the blue ocean, or that the blood of fierce competition in a commodity marketplace has turned the ocean red.
Innovation is such a hot topic right now because an increasing number of industries that used to be places where differentiation existed, have suddenly turned into commodity industries. When differences between the offerings of different companies become small, competition increasingly turns to price, and the product is commoditized. The customer becomes ambivalent about which offering they choose – there are a number of choices good enough for their purposes.
Why don’t we see the same plethora of articles and books out there about Personal Innovation?