In true Seth Godin style (perhaps long before Seth was really cranking) Puma turned the tables on the sneaker industry. Now listen up people this is universally viable: if you’re trying to make big steps in whatever you’re doing, don’t chase people around trying to be them! Innovate. It’s the key to survival and growth, especially when the going gets tough. Fast company has a great piece online right now about turning the tides and looking beyond the obvious. Puma did it. You can do it with your paintings, or your denim brand, or your consulting firm, or whatever. Go beyond the now!