Innovating for Success In you Business

I often advise clients that innovation is key to standing out and connecting with their ideal customers. To truly differentiate, they need to create a unique value that sets them apart from the competition.

Steak ‘n Shake recently announced a fantastic example of innovation that aligns with customer needs. Starting in February 2025, they will convert all 436 of their locations to using tallow in their fryers for French fries.

This change addresses growing concerns about the health effects of vegetable and seed oils, which have become a significant issue for health-conscious consumers. Savvy marketers understand that the key to attracting your ideal client is identifying and addressing their problem—something they want to avoid—and providing the solution they’ve been searching for. Think of M&M’s iconic tagline: “Melts in your mouth, not in your hands.”

Steak ‘n Shake is solving a real problem for their customers: delivering delicious fries without the adverse effects of unhealthy oils. If you’re old enough to remember when McDonald’s fries were considered the gold standard, you’ll recall they were made with beef tallow—an innovation that set them apart.

Now, ask yourself: What are my ideal customers craving in my industry that they can’t currently find? Is there a small but meaningful change you can make to meet that need and stand out?

The opportunity to innovate is always there. What are you waiting for?