by AfterShokz President and CEO Bruce Borenstein Creative business strategy generates more with less Whenever I’m honored with the opportunity to author an article for this column, I reflect on my 30 years in the accessory business to try to come up with a topic that is interesting, relevant, and insightful enough to add value to your business. In this case, I settled on sharing a strategy I’ve used many times in my business life to add revenue to the startups I’ve worked with: repurposing. While repurposing isn’t necessarily a novel concept, I’ve found that many businesses don’t consider it as a sales strategy or as an innovative product management tool. But that’s where I march to a different beat. AfterShokz bone conduction headphones have retargeted existing technology, repositioned it, and filled a new consumer need with repurposed tools. I’ve always viewed repurposing as a business strategy. The key is being able to step out of your comfort zone just enough to identify ideas and opportunities, in product development, as well as in marketing to and selling into ancillary markets. In that way, repurposing truly becomes a form of innovation. At AfterShokz, we strategically repurposed the core bone conduction technology...
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