An entrepreneur understands that it is innovation that makes his business exceptional. This is the concept of doing things differently that identifies the business in the mind of a customer. It doesn't have to be complicated. It simply means doing things in a new way. It can be applied in communication, presentations, service and all the other sectors of the business.
A majority of entrepreneurs put a lot of effort innovating their goods or commodities. While this may be beneficial to a large extent, it does not guarantee success in business unless innovation is applied in the whole process of getting the goods to the customer. This is the process of marketing.
Sometimes entrepreneurs lose focus from serving their well developed target markets because of 'perceived competition'. If a business serves customers who are well differentiated by elements such as gender, it would be much more effective for the entrepreneur to be innovative within his niche as opposed to copycat the products or services of a competitor.
Sharpen the entrepreneur in you.