Yesterday I received an email that quite hit me and brought my motivation down to a rather low level. This morning, fairly smashed in my brain, I started to browse my news feed and found a post on Marketing & Innovation Blog that encouraged me in somehow. It talks about what it means to be innovative and to create prototypes. Today’s markets are spilled with brands and products, similarities and even more copies are flooding the marketplaces. The issue especially for small businesses is how to create the differences because difference for me is identical with be being noticed, with perception.
My experience made me think a lot about the so-called white space. It appears to me that our century, our western hemisphere got an immense problem to deal with breaches. We lost the ability to deal with white space, be it that we cannot keep silent anymore or that we don’t want to take risks by exploring unknown territories. Instead we are continuously (no pause here either) producing more of the same. Biestmilch’s history is the one of continuously entering white spaces. You can also call it a pioneer’s work. The substance unknown, the market a gigantic white area, the history and textbooks blank, the customer everywhere an nowhere. Therefore, I know it joyfully and painfully what it means to deal with white space.
If you are interested in marketing and innovation read about white space management.
