The new rules of competition require managers to start by asking what's important to their customers and where the company can make new money. Then, they need to reinvent their businesses to create the next profit zones.

To become original, you have to try something new, which means accepting some measure of risk.

You create novelty by violating the target’s expectations in a pleasing way.

Every significant invention must be startling, unexpected, and must come into a world that is not prepared for it. If the world were prepared for it, it would not be much of an invention.

Doing anything new and bold in life typically means entering unchartered waters and writing the rules yourself. Don't be afraid to invent.