Another aspect of VI is shifting focus from purchasers to users. An example is how bloomberg transformed itself by designing a system specifically to offer traders a leap in value, one with easy-to-use terminals and keyboards labelled with familiar financial terms. The systems also have two flat-panel monitors so that traders can see all the information they need at once without having to open and close numerous windows. Because traders must analyze information before they act, Bloomberg added a built-in analytic capability that works with the press of a button.

By focusing on users, Bloomberg was also able to see the paradox of traders’ and analysts’ personal lives. They have tremendous income but work such long hours that they have little time to spend it. Realizing that markets have slow times during the day when little trading takes place, Bloomberg decided to add information and purchasing services aimed at enhancing traders’ personal lives. Traders can use these services to buy items such as flowers, clothing, and jewellery; make travel arrangements; get information about wines; or search through real estate listings.

@Muganda, good example on Virgin Atlantic, however i am more inclined to think Virgin's innovation would be as a direct result of it's CEO visionary tendancies,as opposed to Emirates where there is no direct influence on strategy from any particular quarter (they have launched mobile phone services on flights as we speak) Where/how would you rate the two in terms of abiltiy to innovate in the future (rem Apple's stock has taken a battering after Jobs has taken another sick leave)

If you attempt to trounce the competition, they will kill you before "you grow up" and become a headache.

Many years ago, I read Reis & Trout [Bottom-Up Marketing. They suggest that the best strategy for a small new entrant is to "move the goal posts".

That is crate a new front that the market leaders are not aware of and are not interested in. How do you do that for your small bar?

What if you converted into a specialist "Wines & Spirits" drinking joint? Now beer sold; just wines and spirits.

The bigger boys are into beers big time so they won't see you as a threat. In fact you won't be a threat.

But you must have a system that ensures that you are the perfect place for wines and spirits - wide selection, good mixies and mixers etc.

Incidentally, isn't the margin on wines, spirits and mixers higher than that on beer? Then you will make more profit with less sales.