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OK, but there are two rules

Andy Swan, on bringing a new Makers Mark product to market:

What Bill Samuels did was force innovation through voluntary restriction. He specifically restricted his master distiller from doing THE two things that every other company in the world would have done: Change the recipe slightly or create a premium “single barrel” or longer-aged version.

By not allowing yourself to use all of the tools at your disposal…by not allowing yourself to do the things that normal people do…by not allowing yourself to compete on the features that every other product has…you can force yourself to innovate, differentiate, and create a unique value proposition.

Constraints drive innovation.