When companies design a new product, the first thing they do is evaluate what the competition has done.

When agencies try coming up with a new campaign, idea or initiative, the first thing they do is a thorough, competitive review.

What’s the first thing you do in the morning? Consuming? Checking on others: their emails, tweets and Facebook updates?

When you start out the day checking what others have done, you surrendered an important opportunity to start something completely new, something nobody ever thought about.

As a marketer, you need to come up with fresh ideas to new and old problems. Obsessively observing what others have done in the past won’t get you there.