Email & SCI

> Les,

> The best way to do anything is to allow the
> big companies to make all the mistakes. Once
> they spend millions of dollars making all
> the mistakes that you can't afford to make,
> then it's time for you to take all their
> successful elements and use it for your own.

> At least this is what we do for our
> products...

> Microtek

When I was younger I would have said the same thing...but over time and after having dealt with many large successful companies I've come to realize two things:

A. Quite often they don't have any better idea of what to do than anyone else. They just keep trying things until something works. OR...
B. When success does happen they don't always know WHY. They may think something worked because of constant "X", when it was actually variable "Y" that caused the success. You are then left to emulate this company, focusing mainly on "X", neglecting "Y" and ultimately failing.

Another problem with B. is that it is very difficult to totally "copy" what a successful company does. One slight difference can wreck your results.

Also when you try to follow the lead of other companies you seriously hurt your own ability to innovate. Innovation (i.e. profits) come from (and I hate using this overused phrase!) "Thinking (and doing) outside the box".

Regardless if you do or do not follow another company's example you should always do the following:
"Test small, test cheaply and once the test has passed, then test a little larger"

One other problem with waiting to observe what other companies do before you react is that it keeps you from taking action. And action combined with careful testing will give you a much better chance of success. You have to take chances...you have to risk mistakes. Without mistakes you are without progress. I don't know of anyone that hits 1000%.

Take care,

Mike Winicki