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5 Social Media Marketing Mistakes You Need to Avoid

A tip sheet for dodging costly, time-consuming missteps and what you should be doing instead.

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A tip sheet for dodging costly, time-consuming missteps and what you should be doing instead.

December 11, 2020 10 min read

Opinions expressed by Entrepreneur contributors are their own.

When I first got into marketing, it was long enough ago that a lot of people said the internet would just be a fad. Several years later, when social media started to become a thing, most people said the same about that. Today, it’s clear how ludicrous those theories were, but there is still a tremendous amount of misinformation about social media.

A lot of people have over- or under-inflated expectations of the results they should anticipate, how much work goes into it and how they should best utilize it. That misinformation hurts them, either directly by doing the wrong things and hurting their brand, or indirectly, by wasting time and money on ineffective strategies and tactics.

I want to help you avoid those costly and time-consuming mistakes so you can build the business you deserve, serve more people and bring more value into the world. So let’s talk about some of the common mistakes people make in social media, how to avoid them and what you should be doing instead so you can maximize your results.

Related: How Did This 16-Year-Old Girl Amass 100 Million Followers On TikTok?

Inconsistent posting activity

A lot of people start off super-motivated about their social media, but that motivation quickly wanes for most.

That mindset is understandable. Entrepreneurs are incredibly busy to begin with, so when you couple that with the fact that many have unrealistic expectations in terms of how long it takes to see results, it’s easy to see why they often stop soon after starting. But most understand the importance of social media, so they keep trying, which leads to a cycle of repeated starting and stopping.

The problem created here is multifaceted. First is the issue of momentum. If you’ve ever had to push a broken-down vehicle before, you know exactly what I’m talking about. It’s significantly easier to keep it moving than it is to get it moving from a dead stop.

Once you get into a routine with your social media efforts, you’ll find that you start to exponentially increase your results without an exponential increase in work. It will become easier to block out the necessary time, come up with content ideas and engage with followers.

The second issue is audience perception. When customers see you show up inconsistently on social media, with weeks or months in between posts, they will question your consistency in general. On the other hand, when they see you consistently posting valuable content day in and day out, they will assume you are equally consistent in other aspects of your business.

Third are the algorithms that determine what shows up in people’s feeds. When you post consistently, you will “train” the algorithm to show your content to more people more frequently — assuming, of course, that your audience finds it useful. As a result, more people will engage with your content, indicating to the algorithm that it’s valuable and should be shown to even more people. It doesn’t take a genius to see how this can snowball into massive exposure.

Posting off-brand content

It can sometimes seem difficult to come up with enough content to maintain a strong presence on social media. In an effort to fill the gaps, some people choose to post content that, while possibly interesting, informative or entertaining, is disconnected from their brand. This is the equivalent of talking just to talk, and it hurts your brand because it dilutes what your brand is about.

The “rules” vary a bit from platform to platform, and even from brand to brand, but the basic premise is that while it doesn’t necessarily have to always be about your business, everything you post needs to align with your brand’s core values and personality.

Topics

A good approach is to select three to five core topics that you’re passionate about as your foundation. For example, my topics include:

  • Marketing
  • Business
  • Veterans
  • Resilience
  • Freedom

Any piece of content I develop for social media is going to fall into one of these categories. You need to take the same approach.

When selecting your topics, it’s important that at least one or two can be connected directly to the products or services you provide through storytelling and analogies, and that each of your three to five topics are tightly ingrained with what your brand stands for.

Generally, one or two will be directly related to what you do for your customers, and the remaining topics will be based on who you are and why you do what you do.

The first group is obvious because it’s what you do. The second group may be less obvious, but often just as (if not more) important, because people typically choose a brand based on whether it aligns with their own values.

Platforms

Each social network is its own unique environment and what works on one may not work on another, and what’s acceptable on one may turn off customers on another. There could even be unique nuances within a network.

For example, you can typically post things on your personal Facebook profile that, while on brand, may not be ideal for your public-figure page on the same network. And content that works great for Facebook may not be ideal for Instagram or Twitter without some substantial reworking.

It’s important to understand who your audience is and what resonates with them on each platform.

Asking friends to like/follow your page

This is easily one of the most common mistakes, and we’ve all seen the innocent posts leading up to it.

Someone might open a post with a story about how they’re trying to grow their business, serve more people or even get around Facebook’s abysmal organic reach, and then segue into asking their connections to like their page.

On the surface, this seems harmless. After all, what’s wrong with more people liking your page? The reality is this can have profoundly detrimental effects.

Most pages don’t have many followers to begin with, and for a lot of brands, a majority of those followers are friends and family who will never buy. And because they aren’t potential customers, they likely won’t engage with that brand’s content.

This negatively skews your engagement rate, which hurts your organic reach. In other words, when a lower percentage of people engage with your content, the algorithm that powers the feed will assume people aren’t interested in the content, so it will start showing it less frequently. Unsurprisingly, this creates a vicious downward spiral, resulting in obscurity.

Inviting people who aren’t potential customers to like your page increases your follower count, but it also skews your actual engagement with “ghost” followers so you’ll reach fewer people. Instead, focus on building an audience of engaged potential customers.

Adding random people to your groups

We all hate being added to irrelevant groups without our permission, and yet there is no mechanism to prevent it.

Every day, I’m added to a number of groups — sometimes by good-intentioned friends, sometimes by people trying to push a political ideology and other times by sleazy marketers who are “just trying to help me out” with their “awesome” products or services. In all cases, the end result is typically the same: We immediately have a negative perception of their brand as a result.

There are cases where it’s acceptable to invite people to your group without a conversation ahead of time, but only when you already have a real relationship (as opposed to someone you’re just connected with) and you genuinely know they would be interested. To put it in context, I recently launched a group that I’ve been planning for a while, and I only invited 0.008% of my connections.

Inviting random people to a group without their permission puts marketers on the same level as those people manning the kiosks in the mall who try to chase you and sell you their garbage when you walk by. It’s sleazy and desperate, and it creates a bad impression of your brand.

Another downside is that having a bunch of disinterested, unengaged people in your group destroys your engagement. This hurts you algorithmically, meaning that because fewer people are engaging with your content, Facebook will begin showing it to fewer people. It also hurts you from a brand perception perspective. Think about it like this: What kind of impression would you have if you went to a group with thousands of people, but the posts in that group had little to no likes or comments? This is why it’s critical that we get the right people in our groups.

A better approach, rather than simply clicking that “invite” button and adding a bunch of names, is to invite them manually, through email, DM or even organic or paid posts. This gives them the option to join if they’re interested, without forcing it on then. It also helps to ensure that you get the right people in your group.

Putting social media on autopilot

A lot of tasks can and should be automated, but some people take this too far. Certain aspects of social media can be automated, but not your entire campaign.

Where most people go wrong is they sign up for some social media posting tool like Meet Edgar, Hootsuite or Buffer, queue up a bunch of posts — usually, it’s just links to their articles — and just let it ride. They don’t bother to engage with their audience, and as a result, two things happen.

The first issue is that their audience sees they don’t really care about them. It becomes clear that they’re only using social media to blast their message to anyone who happens to see it. Kind of like those mall kiosk salespeople we talked about earlier. It’s not a good look.

This has both immediate and long-term negative impact on your brand, and also leads to the second issue. The second issue is that the algorithm begins to demote their content because no one is interested in it. Fewer people seeing it means even less engagement, which means even fewer people will see it, which means even fewer people will see it, which means…. I think you get the idea. If you’re old enough, this situation might remind you of the old public service announcement about cocaine back in the 1980s that seemed to run at every commercial break. Basically, it creates a powerful downward spiral that can often be difficult to climb back from.

Related: How Startups Can Leverage Social Commerce

If you want solid results from your social media efforts, you have to do more than just posting a steady stream of content. You have to actually engage with your audience and show them that you actually care about them.

Source: http://feedproxy.google.com/~r/entrepreneur/latest/~3/2Tb1lWXcc1w/360404

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Entrepreneur

Why You Should Make Twitter Spaces Part of Your Business Strategy

Twitter’s latest feature can help businesses grow their presence on the platform.

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Twitter’s latest feature can help businesses grow their presence on the platform.

Limited-Time Savings: 60% Off of Our Social Media Books

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September 5, 2021 8 min read

Opinions expressed by Entrepreneur contributors are their own.

Audio content is all the rage these days.

From podcasting to Clubhouse, many businesses are making it part of their content strategy. However, they aren’t the only options for those looking to become part of the audio space.

What is Twitter Spaces?

Twitter Spaces is a place for users to host rooms where speakers can hold audio conversations. Listeners are able to tune in and can also request to speak, allowing them to step onto the virtual stage to share their thoughts and ask questions. And because there’s no video aspect to Twitter Spaces, you don’t have to worry about being camera-ready.

Beta testing for this feature began in November 2020. During this testing phase, all users had access to listen and speak within a Space, however only a small group was given access to hosting capabilities. It wasn’t until May 2021 that hosting Spaces became an option for all Twitter users that had at least 600 followers. Since then, many business owners are giving Spaces a go and figuring out how it fits into their overall content strategy.

Since Spaces has become available, Twitter has announced they are taking it up a notch by also offering a way to monetize the audio conversations you host on the platform. Ticketed Spaces are currently in the beta testing phase, allowing users the ability to charge anywhere from $1 to $999 for a ticket to attend a Space.

Why is Twitter Spaces beneficial for entrepreneurs?

As an entrepreneur, it’s important to put yourself out there online. These days, there are many different ways to do that. You can start a blog, a podcast, or a YouTube channel. You can also build your presence on various social media platforms. It’s all about knowing where your audience is and playing to your strengths. So, if you’re someone who loves to talk and you know your audience is active on Twitter, Spaces is worth considering.

Here are a few reasons why:

  • You stand a better chance at getting noticed. Our tweets have such a short lifespan, but when you’re live on Spaces, you’ll show up at the very top of a user’s mobile app. They’ll be more likely to see you and join the conversation this way.

  • You’ll have a built-in audience. With Clubhouse, users are really starting from scratch with building their audience on the platform. If you’re already on Twitter, then you have people who are there and ready to join your conversations.

  • Nothing is needed to get started. Having fancy equipment isn’t necessary. You don’t even need to put on your business attire. Instead, you simply need to open the Twitter app, start a brand new Space, and begin delivering valuable content.

  • It has accessibility in mind. While many platforms are stepping up to the plate in terms of accessibility, some are still lagging behind. Twitter Spaces has made their audio conversations accessible to those who are hearing impaired by offering live captions. This means you won’t be excluding members of your audience when you host a Space.

And with Ticketed Spaces on the way, many entrepreneurs will want to jump on board with Spaces now so they can establish their presence and prepare for monetization when it becomes more widely available. Everyone loves having multiple revenue streams, right?

Now, the question is, how can you best use Twitter Spaces as a way to grow your business? After all, implementing features like this into your content strategy won’t do much if you don’t have a strong foundation in place, outlining why and how you’re using it.

Here are a few tips for making Twitter Spaces work for you:

1. Know what you want to achieve with spaces

Your time is precious, which is why you want to ensure you’re reaping the rewards when you put time and energy into something. When it comes to Twitter Spaces, it’s smart to set goals for yourself so you know what you’re working toward. This way, you’ll be able to see if hosting Spaces regularly is working for you or not.

For example, you may want to use Twitter Spaces to grow your audience on the platform. In this case, you’ll want to monitor your follower count before and after your Spaces to see if you notice any growth. If you want Spaces to be a tool for promoting your offerings, you’ll need to see if people are taking action and purchasing after the conversation ends. Or maybe you just want to use it to establish yourself as a thought leader in your field. In which case, you’ll watch for engagement and take note of what people are saying about you and your content.

The point is, you want to use Spaces as a tool to drive specific results. If that doesn’t seem to be happening, then you’ll know that something needs to change about your strategy.

2. Host conversations that will appeal to your target audience

In order to entice people to tune into your Spaces (and keep them listening to the very end), you need to hold their attention. That means it’s up to you to figure out what they want and deliver it so they see the value in joining the Spaces you host.

Here are a few ideas you can try out:

  • Teach people how to do something. What’s something that your target audience would love to learn how to do that you can teach via an audio conversation? You could offer simple tips and tricks so they can leave your Space and immediately put your advice into action.

  • Discuss the topics in your industry. This is a sure-fire way to grab attention and get a lively conversation going with others in your field. Share your thoughts and opinions, then open up the floor for listeners to join in as well.

  • Host value-packed Q&A sessions. This could be an opportunity to answer burning questions your audience has for you or you could invite an expert onto the virtual stage for an interview, podcast style. Either way, focus on the questions your audience wants answers to.

If you’re not sure what kind of format will work best, try out a few different options and see what interests people the most. Sometimes it’s just a matter of testing to see what works.

Related: 10 Ways to Learn About Your Target Audience

3. Go live regularly on Twitter Spaces

As an entrepreneur, consistency is key to your success. You have to show up regularly if you want to boost your return on investment (ROI). If you aren’t showing up often, you run the risk of your audience forgetting about you entirely. And that’s the last thing you want!

To stay top of mind, it would be smart to create a Twitter Spaces show that you host at a set time. It gives people something to look forward to and the more you put yourself out there, the better chance you have at connecting with new people.

Consider creating a show that you host every week, every other week, or monthly. Go with what works for your schedule. Just make sure you’re showing up and giving it your all if you want to see results.

Related: Live Streaming Video: What It Is, Why It Matters and How It’ll Quickly Grow Your Brand

4. Be willing to experiment with new things

You never know what will work for you until you give it a try. That’s why it’s worth experimenting with how you use Spaces. Try a few of the ideas listed above, but be open to testing out other ideas as well. If you want, you can even ask your audience what they’d like to see from you, which could generate a few new ideas as well. After all, there’s no better source to learn from!

Ultimately, you have to be willing to test and tweak your strategy. If something is working well for you, keep it up. If something isn’t working, figure out why and see if there are any tweaks you can make to improve the idea. If not, scrap it and move onto something else. It’s not time wasted if you learn something valuable about what your audience enjoys.

Related: How to Create a Social Media Marketing Strategy From Scratch

5. Use Twitter Spaces as a tool to better understand your audience

Done right, Twitter Spaces can be used as a tool to help you connect with your target audience and develop a deeper relationship with them. They’ll get to know you better, and in turn you’ll get to know them better. From there, you can take what you’ve learned about their interests and pain points and use it to create future content within your brand.

And as we all know, providing valuable content is key if you want to boost your followers, engagement, and conversions. Plus, it’ll establish you as an expert in your field over time. Before you know it, your brand just might become a household name.

Related: 10 Laws of Social Media Marketing

Source: http://feedproxy.google.com/~r/entrepreneur/latest/~3/BUD8B22whFY/380036

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2 Auto-Manufacturers Up More Than 6% in the Past Month

With solid progress on the COVID-19 vaccination front and substantial economic growth so far this year, auto manufacturers have witnessed a significan…

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With solid progress on the COVID-19 vaccination front and substantial economic growth so far this year, auto manufacturers have witnessed a significan…

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August 17, 2021 4 min read

This story originally appeared on StockNews
With solid progress on the COVID-19 vaccination front and substantial economic growth so far this year, auto manufacturers have witnessed a significant rise in sales in the first half of 2021. Given sustainability initiatives worldwide, the EV industry is expected to grow over an extended period. Hence, we think the shares of auto manufacturers, Tesla (TSLA) and Stellantis (STLA), whose shares have gained more than 6% in price in the past month, are well-positioned to move higher. So, let’s discuss.

The electric vehicles (EV) industry is expanding rapidly, bolstered by zero-emission initiatives worldwide. The near-term outlook for the EV industry seems to be bright, as governments around the globe place significant emphasis on accelerating EV production and sales to meet their sustainability targets. The EV market grew more than 40% during 2020, with a record 3 million EVs registered.

Furthermore, global EV sales rose by around 140% year-over-year in the first quarter of 2021. And auto manufacturers are now placing an emphasis on broadening their product portfolios and ramping up production to meet the increasing demand. The International Energy Agency (IEA) anticipates the EV industry will witness “healthy growth” during this decade.

The shares of two well-known players in the industry, Tesla, Inc. (TSLA) and Stellantis N.V. (STLA), have gained more than 6% in the past month and are poised to generate significant returns in the coming months also.

Click here to checkout our Electric Vehicle Industry Report for 2021

Tesla, Inc. (TSLA)

TSLA in Palo Alto, Calif., designs, develops, manufactures, leases, and sells electric vehicles and energy generation and storage systems globally. The company operates in two segments: Automotive and Energy Generation and Storage.

TSLA’s total revenue increased 98% year-over-year to $11.96 billion in its fiscal second quarter, ended June 30. Its income from operations grew 301% from its year-ago value to $1.31 billion, while its non-GAAP net income improved 258% year-over-year to $1.62 billion. The company’s non-GAAP EPS increased 230% year-over-year to $1.45.

Analysts expect TSLA’s revenues to increase 49.3% year-over-year to $13.10 billion in the current quarter, ending September 2021. A $1.38 consensus EPS estimate for the current quarter indicates an 81.6% rise from the same period last year. TSLA has an impressive earnings surprise history as well; it beat the consensus EPS estimates in three out of the trailing four quarters.

Over the past month, TSLA gained 6.5% to close yesterday’s trading session at $686.17. The stock gained 107.8% over the past year.

Stellantis N.V. (STLA)

Based in the Netherlands, STLA designs, engineers, manufactures, and sells passenger vehicles, pickup trucks, SUVs, and light commercial vehicles worldwide. It offers luxury, premium, and mainstream vehicles, as well as financial services, and parts and services, and also provides retail and dealer financing, leasing, and rental services.

On July 6, STLA announced its investment in Vauxhall’s Ellesmere Port manufacturing plant, which will become the first STLA plant to produce a solely battery-electric vehicle, in both commercial and passenger versions, by the end of next year. This is in line with the U.K. government’s decision to stop sales of pure petrol and diesel engine vehicles from 2030. The project is expected to garner significant returns for the company amid sustainability initiatives worldwide.

In May, STLA and Hon Hai Precision Industry Co., Ltd., together with its subsidiary FIH Mobile Ltd., formed a non-binding memorandum of understanding to form Mobile Drive, a joint venture aimed at accelerating development timelines to deliver innovative in-vehicle user experiences. Through this partnership, the company expects to push the boundaries in connected car technology and provide immersive digital experiences to its customers.

STLA’s net revenues increased 270.2% year-over-year to €72.61 billion ($85.55 billion) in the fiscal six months ended June 30. Its net profit stood at €5.80 billion ($6.83 billion), up 627.7% from the same period last year. Its cash flows from operating activities came in at €5.62 billion ($6.62 billion) over this period.

A $182.87 billion consensus revenue estimate for the fiscal period ending December 2021 indicates a 12.8% increase year-over-year. The Street expects the company’s EPS to rise 202.8% from the prior year to $4.02 in the ongoing year.

STLA gained 18.4% over the past month to close yesterday’s trading session at $21.68. The stock has gained 32.8% over the past six months.

Click here to check out our Automotive Industry Report for 2021

TSLA shares fell $1.91 (-0.29%) in after-hours trading Tuesday. Year-to-date, TSLA has declined -5.66%, versus a 19.54% rise in the benchmark S&P 500 index during the same period.

About the Author: Subhasree Kar

Subhasree’s keen interest in financial instruments led her to pursue a career as an investment analyst. After earning a Master’s degree in Economics, she gained knowledge of equity research and portfolio management at Finlatics.

More…

The post 2 Auto-Manufacturers Up More Than 6% in the Past Month appeared first on StockNews.com

Furthermore, global EV sales rose by around 140% year-over-year in the first quarter of 2021. And auto manufacturers are now placing an emphasis on broadening their product portfolios and ramping up production to meet the increasing demand. The International Energy Agency (IEA) anticipates the EV industry will witness “healthy growth” during this decade.

Source: http://feedproxy.google.com/~r/entrepreneur/latest/~3/6v3ry11KSOw/380514

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Why Steve Jobs’s Passion for Calligraphy Is an Important Example for You

By intentionally exercising your creative muscle, new opportunities naturally follow.

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By intentionally exercising your creative muscle, new opportunities naturally follow.

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August 8, 2021 5 min read

Opinions expressed by Entrepreneur contributors are their own.

In 1972, Steve Jobs took a calligraphy class at Reed College based on campus posters he saw after dropping out. The poster fonts themselves were artistic enough to catch his eye, and he audited this class, despite knowing the class would earn him no credit towards a degree.

Today, designers and marketers alike have nearly unlimited fonts and creative user interfaces for our digital devices. In a world dominated by ones and zeros, we all owe Jobs a debt of gratitude for bringing creativity into the world of technology.

Jobs was certainly hooked on the creativity of calligraphy. But there were additional creative foundational elements the class instilled in his mind that many business owners can use to reshape their brand and compete at a higher level.

Related: 4 Ways to Unlock Your Inner Creativity

Creativity: It’s a muscle you can exercise

All human beings are born creative and have the ability to exercise and develop their creativity muscle.

We encourage our children to experiment, express and explore creatively. Drawing outside the lines is not frowned upon until you register for a class in architecture.

As we begin our journey into reading, writing and arithmetic, however, the outlets for creativity diminish. Without consistently expressing ourselves, like muscle atrophy, our creative muscles also lose their strength without exercise.

Jobs intuitively knew to expand his creativity muscle when he invested his time into a calligraphy class at Reed. In his 2005 commencement address at Stanford, he spoke about his calligraphy class, saying,

“I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can’t capture, and I found it fascinating.”

Taking a class or course that focuses on creativity for no other reason other than artistic expression can naturally cross over into creativity in business.

Related: The 4 Key Learning Styles and How You Can Use Them to Learn, Teach, and Grow Your Business

Processes: Learn from alternate industries

We learn primarily through our vision. Our minds are wired visually and with tens of millions of images vying for our attention, but we can only process a very small percentage of it.

Remember the last time you were going to buy a car? Before you decided on that Subaru, you may have never noticed them on the road. After you narrowed down your search, you see them everywhere. That’s our brain filtering content with our reticular activating system.

Unfortunately, with limited resources of time and visual acuity, we tend to only learn from leaders in our own industry. I’m pretty sure Jobs had no intention of creating wedding invitations as a calligrapher, but as he immersed himself into the art of calligraphy, the act of calligraphy opened up creativity in other areas. Calligraphy not only boosted his creativity muscle, but during the creative process, creativity naturally spilled over into other areas — computers.

In the book, I, Steve: Steve Jobs in His Own Words, Jobs famously stated, “A lot of people in our industry haven’t had very diverse experiences. So they don’t have enough dots to connect and they end up with very linear solutions without a broad perspective on the problem. The broader one’s understanding of the human experience, the better design we will have.”

If you are in the services industry, study manufacturing best practices. This can even be applied to segments inside your industry. If you are involved in marketing, study economics or history.

Experiential: Power off the computer

While drawing curves with ink and paper are a serious separation from the bits and bytes of the computer world, there is an unspoken element of creativity and muscle memory that is often overlooked.

Handwriting.

A recent study by John Hopkins University demonstrated the power of experiential learning specifically with the written word. While writing by hand is going the way of the Dodo bird by the ease of a computer keyboard, this study found we shouldn’t be so quick to discard the pencils and paper. In a study of 42 adults learning Arabic, handwriting helped the participants learn the language surprisingly faster and significantly better than learning the same material through typing or watching videos.

Jotting down ideas or journaling by hand has been shown to unlock increased creativity in our minds and in our work.

Flow: Power off your brain

Creativity, like losing weight, can’t be honed in a single session. Moreover, anyone who has had brilliant ideas in the shower knows, the removal of distractions opens up your creative juices.

There is immense value in emptying your mind, meditating or going for a walk in the woods. We can certainly glean ideas from other works of art, copy, and business models. But, modifying an idea is not the same as creating one. There is a clear distinction between evolution and revolution. Both have their place, but most significant breakthroughs in business and society come not from the evolution of an idea, but through revolution of a completely new way of looking at the world.

Switching off the distractions and putting yourself in a fresh environment creates fertile ground for exercising your creative muscle.

Being creative, mindful and curious can unlock hidden value in your brand. It wasn’t just the skill of calligraphy that Steve Jobs had picked — it was a mindset to think creatively and give something a unique touch.

Related: Steve Jobs and Albert Einstein Applied the Concept of ‘No Time’ to Boost Their Creativity. What Does It Entail?

Source: http://feedproxy.google.com/~r/entrepreneur/latest/~3/EEd9DlLRqNE/377943

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