I've often joked that there are few original ideas left in the world. It's not that we're incapable of producing them, it's just that too many great ideas already exist that haven't been implemented. Some argue that originality is impossible anyway since everything we do is influenced by our surroundings, experiences, and previous business ideas. 

If you look at the marketplace in which you occupy, you'll notice many great strategies, product ideas, and marketing approaches that you can incorporate into your business today.

For example, a go-to-market strategy for a new product does not need to be an exploratory exercise, when it has already been done countless times before. 

• Running social media & e-marketing campaigns that drive traffic to landing pages with limited-time offers are not new, but most businesses don't implement them. 
• Tracking the link sources to learn where to invest more, and where to divest is not new either.
• Similarly for online product webinars, free trial periods, training videos, testimonials, feedback forms, and trade shows. All have been done previously, but too often a higher premium is placed on originality than the outcome. This priority slows our speed to market, and often contributes to smaller returns.
• Surveying your customers or prospects for product ideas is also not unique, but most would be well-advised to do so.
• Deciding on a channel distribution plan vs end-user marketing may seem simple, but most businesses end up charting some middle course that minimizes the return from both.

My point is this. Most businesses exist in a competitive environment, with plenty of compelling examples of what works and what doesn't. Imitation is not only the highest form of flattery, but it's the shortest distance between you and success. What's more, businesses that implement tried-and-true practices often succeed at putting their own spin on things during the implementation by way of organic creativity. 

I've written before about not making perfection the enemy of the good, and the same can be said for originality. It's a limiting objective that often gets in the way of faster, more positive outcomes.