How Businesses Can Innovate in 2025 Without Overspending

When you think of innovation, it’s easy to picture high-tech companies like OpenAI, NVIDIA, or Meta, constantly pushing the boundaries of technology. These brands dominate the headlines, amazing us with new ideas of what it means to innovate. But if you step back and look at your own industry, you might notice something surprising: many industries are still far behind the times.

This gap isn’t just coincidence. Many industries actively resist innovation. Whether it’s the mantra of “if it isn’t broke, don’t fix it,” fear of embarrassment if something new fails, or complacency with “the way we’ve always done it,” these mentalities hold businesses (and entire markets) back.

Here’s the thing: innovation doesn’t have to mean flashy tech. It’s about challenging outdated norms, improving processes, and doing what others are too afraid or unwilling to do. If your industry feels stuck, that’s an opportunity for you to lead.

Rethinking Innovation by Breaking Through Resistance

The resistance to change in many industries often creates enormous opportunities for businesses willing to take a risk. Let’s take a deeper look at what holds most companies back, and how you can overcome these barriers.

Why Industries Resist Innovation

1. “If it isn’t broke, don’t fix it.”
   Many businesses get comfortable with the status quo. Change feels unnecessary when things are “working.” But this mindset often blinds companies to opportunities for improvement or risks of falling behind competitors willing to push boundaries.
2. “This is how we’ve always done it.”
   Traditions can feel safe, but they’re often the very thing stifling growth. Industries entrenched in “the way it’s always been” miss the chance to adapt to modern buyer behavior.
3. Fear of failure.
   Trying something new carries the risk of failure—and public embarrassment. But it’s important to remember that playing it safe often leads to stagnation.
4. Complacency.
   Businesses often resist innovation because they’re “doing okay.” Why rock the boat when profits are steady? This is a dangerous mindset, especially in competitive markets.
5. “This is just how our industry works.”
   Some industries lean heavily on tradition, assuming buyers will accept things as they’ve always been. But customer expectations are constantly evolving, and clinging to outdated practices can alienate modern buyers.

A Real-World Example of How Marcus Sheridan Changed the Rules

Marcus Sheridan, author of They Ask, You Answer, faced this resistance firsthand in the pool industry. For decades, fiberglass pools were installed on sand, despite the fact that sand naturally shifts and settles, causing long-term issues. Marcus’s company disrupted the status quo by teaching consumers why using gravel, while more difficult and expensive to install, was a better long-term solution for the customer.

The result? Backlash from competitors who were upset at being forced to change their methods. But Marcus’s commitment to innovation didn’t just improve his business; it set a new standard for the entire industry. Today, the vast majority of fiberglass pools are installed on gravel, benefiting customers and companies alike.

This is the kind of disruption most businesses shy away from—but it’s exactly what leads to growth and differentiation.

The Four Pillars of a Known and Trusted Brand

If you want to innovate without overhauling your entire operation or budget, focus on building trust. The Four Pillars of a Known and Trusted Brand provide a clear, actionable framework:

1. Say What Others In Your Space Aren’t Willing to Say
   Customers crave honesty. By addressing topics your competitors avoid—like pricing, risks, or product flaws—you become a trusted voice in the industry. Transparency is disruptive, but it’s also powerful.
2. Show Say What Others In Your Space Aren’t Willing to Show
   Use video to demonstrate what others won’t: behind-the-scenes processes, comparisons, or how-tos. Video content is a low-cost, high-impact way to build trust and differentiate your brand.
3. Sell in a Way That Others In Your Space Aren’t Willing to Sell
   Instead of relying on aggressive sales tactics, adopt a consultative approach. Help potential customers determine if your product is truly the right fit—even if it means recommending that you are not the right fit for them. This honesty builds long-term loyalty.
4. Be More Human Than Others In Your Space Are Willing to Be
   It has become far too easy for businesses to lose their human touch. Focus on authentic, meaningful interactions with customers. This doesn’t require a big budget—just a commitment to empathy and connection.

Each of these pillars represents a way to innovate that doesn’t depend on expensive tools or resources. Instead, they require courage and a willingness to stand apart.

Practical Strategies for Innovating in 2025

Now let’s turn these concepts into specific actions you can take to stand out in the year ahead:

1. Embrace Radical Transparency

To truly stand out in today’s crowded marketplace, embracing radical transparency is a powerful strategy. One way to achieve this is by creating pricing calculators or detailed comparison charts on your website. These tools not only provide customers with the information they’re actively seeking but also position your business as open, honest, and customer-focused. By allowing buyers to explore pricing scenarios or compare options based on their unique needs, you eliminate the frustrations of secrecy that often plague industries where costs are hidden behind “call for quote” messages. 

Pricing calculators, in particular, empower customers to take control of their decision-making process, giving them clarity and confidence before they ever speak to your team. This approach not only builds trust but also filters out unqualified leads, saving valuable time and energy for both your sales team and potential buyers.

Beyond pricing, transparency should extend to answering the most pressing questions your customers have. Marcus Sheridan’s concept of “The Big 5” outlines the core topics buyers research before making a decision: cost, problems, comparisons, reviews, and best-of lists. Developing content that addresses these areas head-on can be transformative. For example, consider how Marcus’s pool company took a bold step by openly discussing flaws in industry-standard warranties and the drawbacks of certain materials. This kind of honesty not only helps potential customers make informed decisions but also positions your business as a trusted voice in the market. Addressing these difficult or “taboo” topics shows that you’re not afraid to prioritize the needs of your customers over the comfort of the status quo. In an era where buyers demand clarity and authenticity, adopting radical transparency can be a game-changer for your business.

2. Focus on Video Content

Video content has become one of the most effective ways to build trust and connect with potential customers. By creating strategic video content, businesses can address customer questions, showcase products, and share real success stories, all while breaking down the barriers that often stand between buyers and decision-making. Marcus Sheridan’s concept of the “Selling 7” highlights the types of videos every business should produce to enhance their sales process. These include videos such as 80% videos (answering 80% of buyer questions upfront), product or service walkthroughs, and case studies featuring satisfied customers. Each video serves a specific purpose: to build trust, educate buyers, and remove friction from the purchasing journey.

For example, a company could produce a video that answers the most frequently asked questions from their customers. Instead of relying solely on text-based FAQs, a well-crafted video can provide clarity, demonstrate expertise, and even showcase the personality of your team. Similarly, product demos and walkthroughs allow potential buyers to see your offering in action, helping them understand its value without needing to schedule a call or visit. Case study videos take this a step further, spotlighting real clients and their success stories. By highlighting specific challenges solved and measurable results achieved, these videos build credibility and inspire confidence.

The beauty of video lies in its ability to convey authenticity. When customers see your team on screen, hear their voices, and witness their enthusiasm, it humanizes your brand in a way static content simply can’t. This personal connection fosters trust and makes your business memorable in a sea of competitors. Whether you’re addressing common concerns or highlighting what sets your company apart, incorporating the Selling 7 into your video strategy is a low-cost, high-impact way to innovate and thrive in 2025.

3. Innovate Internally

Internal innovation is often the most overlooked but impactful way to drive growth. By focusing on optimizing how your teams work together, you can unlock efficiencies and improve the overall customer experience without significant financial investment. One of the most effective internal strategies is creating a cohesive Revenue Team—a unified group composed of both marketing and sales. Instead of operating in silos, these teams collaborate on shared goals, ensuring that every interaction with potential customers is intentional and aligned. This integration fosters accountability, improves communication, and ultimately enhances your ability to close deals.

A Revenue Team is particularly powerful when paired with the concept of Assignment Selling. In Assignment Selling, marketing and sales work together to create content—articles, videos, or guides—that prospects consume before engaging with your team. For instance, a prospect might receive a customized email with resources addressing their top questions, enabling them to self-educate before their first sales conversation. By the time they reach out, they are informed, aligned, and more likely to move forward. This approach not only streamlines the sales process but also improves the quality of leads, saving time for your team and increasing conversion rates.

Building a Revenue Team and implementing Assignment Selling also highlight inefficiencies that might otherwise go unnoticed. Miscommunication between marketing and sales? Solved. Lack of clarity on lead qualification? Addressed. These collaborative efforts naturally identify gaps in processes and workflows, allowing you to automate repetitive tasks, refine follow-ups, and deliver exceptional service consistently. When your internal operations are optimized, your business doesn’t just save time and resources—it sets the stage for sustainable, scalable growth.

4. Be Bold with Thought Leadership

A strong personal brand is no longer optional for business leaders—it’s essential. Your personal brand gives your audience a face and voice they can trust, helping you establish deeper connections with your customers, team, and industry at large. By embracing thought leadership and creating content that reflects the soul of your business, you can position yourself as a trusted advisor while driving authenticity that resonates with your audience. This isn’t about corporate jargon or polished marketing speak; it’s about sharing your genuine perspective, values, and passion for what you do.

Thought leadership begins with the courage to speak on topics others shy away from. Whether it’s addressing frustrations within your industry or challenging outdated practices, being bold enough to start the conversation can set you apart. For example, publishing a blog or creating a video that explains why certain industry norms are holding customers back not only positions you as an innovator but also builds trust by prioritizing your audience’s best interests. When your content showcases your values and openly shares your perspective, it invites your audience to see the heart of your business.

A personal brand rooted in authenticity goes beyond words; it humanizes your leadership and aligns with your company’s mission. By creating content that reflects what your business stands for—its “why” and its deeper purpose—you invite others to connect on a meaningful level. This type of storytelling drives loyalty and builds relationships that extend beyond transactions. In a competitive marketplace, where trust and relatability often outweigh even the best products or services, being bold with thought leadership is one of the most powerful ways to lead with authenticity and inspire action.

Why This Approach Works for Today’s Market

In an era of budget cuts and market uncertainty, businesses often shy away from bold moves. But this hesitancy creates opportunities for those willing to lean in. By focusing on trust, transparency, and authenticity, you can stand out without spending a fortune.

Innovation doesn’t have to mean big budgets or fancy tools. It’s about challenging the norm, addressing what others won’t, and meeting your customers where they are.

Innovate by Doing What Others Won’t

Heading into 2025, the businesses that thrive will be those willing to disrupt by thinking differently. By challenging industry norms and building trust through transparency, you can lead your market and grow, even in challenging times.

So the question remains: Will you take the leap?


Hear how our clients were able to innovate in their industries and change the way business was done.