In every business, either small or large, innovation is the key of success. In my opinion, innovation is not only a new idea or technology that allows company to gain a competitive advantage among others, but it can be just a small feature that differentiate the business from other competitors.

From my perspective, innovation is changing from simply a great brand new business idea to a customer-focused goal. While many people claim that being an innovative entrepreneur means that he/she creates a need for the market, studying what the customers really want and figuring out a best and different way to meet their need can also be innovation.

For instance, Dell is very successful not because it has the newest technology or idea; instead, its success is due to its focus on achieving customers’ wants – Low cost and great quality.

While most computer technology companies were competing to provide the most high tech product, Dell realized that none of them tried to attract the customers by bringing the cost of a computer down. Since many buyers (especially organizations and school) are just looking for computers with basic and simple operating function, Dell computers’ low cost but complete function features seem extremely appealing to the buyers. As a result, Dell became the most innovative company in the computer technology industry.

Having new idea is great, but realizing what customers’ needs are not satisfied by the business world yet is the best way of being innovative and successful.