Fluidity

by Ben Perreira

In dictatorships and monopolies the people do as they are told. They buy the product they are given and figure out a way to stomach it. Innovation is discouraged, overshadowed by the status quo.

In competitive markets it is important to be innovative and message that creativity. Consumers of information and products like to know they have the greatest new thing. It is easier for you to tell them than it is for them to figure out what that thing is in each category they consume. 

However, if you message innovation without actually doing anything, a fluid market will call your bluff. Caveat venditor.

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