If you want to better understand what the term innovation for small business means, think of yourself as a scientist doing an experiment. You’ll never be able to stand out if you simply try to copy other people’s inventions and try to sell them at a lower price. All you will manage to do is sell to a few passersby-customers who are in a hurry to buy, or people who are simply not willing to look around and see what the rest of the market has to offer.
Perhaps your small business has survived so far without an innovative strategy. Then perhaps mere survival is not on your mind and you are perfectly happy with the modest level of growth you’re experiencing by being “ordinary”. Don’t look at innovation as a life-saving trick you only have to pull out when a business is dying. Why not consider seeing yourself as a famous “business scientist” that comes up with a ground-breaking experiment and innovates?