In today’s world, entrepreneurs enter into established markets with innovative ideas and battle for market share. But more often than not, the most successful entrepreneurs create entirely new markets with their exciting products and services. In this case, entrepreneurs exploit unattended needs of consumers and well as undiscovered demand within the market. As a result, consumers have little to no expectations for the goods that are to be introduced, it is now up to the creativity of these entrepreneurs to fill in the blank slate. As the bar has yet to be set, the concept of points of parity ceases to exist in brand new markets. Entrepreneurs who create something different for consumers are able to break the rules set by the status quo of marketing, and completely change the way people think about the world. At the heart of innovation, successful entrepreneurs capitalize on the uniqueness of their ideas and leave a lasting impression in the hearts of their future customers.

Globe and Mail – Five Ways to Challenge the Status Quo:                                                   http://www.theglobeandmail.com/report-on-business/small-business/sb-marketing/advertising/five-ways-to-challenge-the-marketing-status-quo/article2199894/