Eliminate The Negative.
I've written before about the importance of eliminating mistakes rather than looking for the next big thing.
It sounds negative, but I still contend it's not about being risk-averse, it's about avoiding delusion. All too often, marketers' career ambition leads them to seek the heinous wow factor. The intention is to startle and dazzle, but I'm not convinced that customers are looking for that.
And anyway, that's not what they truly absorb. It may temporarily blind them, but then their eyes clear and they notice the minor irritations that are foisted upon them day in day out. It is those irritations that build into their true sense of your "brand".
To eliminate those negatives is to be truly customer-centric via the provision of enduring improvement. So, as Doc Searls restated it recently, "can you identify your core incompetencies?"