James Dyson looked at the vacuum cleaner and gave people a different way to do things – no bags. Simple.

EasyJet looked at international flights and gave people a different way to fly – no thrills affordability. Simple.

Sony looked at video games and gave people a different way to view gamers – cool mass appeal chic. Simple.

We don’t always have to build something brand new. We don’t always have to spend millions on research when the audience is already there. We don’t always have to create from scratch.

Sometimes just reinventing the wheel is more than enough.

• Note: This post originally appeared on my Posterous account. I’m still experimenting there and may remain using it, or move all posts here. In the meantime, I’ll be sharing the odd one here with you.

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