Don't do the next thing. Do the new thing. Change is in the air. Can you smell it?Disruption is very big business. The keywords are ‘highly ambitious” and “stunningly practical”.Airbnb will probably be the next Virgin.It’s just a conservative guess.All we have to do is look what happened to the old, traditional industries.At the height of its power, Kodak employed more than 140,000 people and had a market value $28 billion. An Instagram later, life was never the same again.Sometimes, it's easy to underestimate just how much research pays. But we live at an age where highly successful companies can easily derail when they are a tad too slow.Generally - the more you find out, the stronger you stand.Why? Because positioning is a bit like staking your land.And it is your difference that's at stake:1. Difference helps people make a choice between close alternatives.2. Difference makes people feel more satisfied with their choice.3. And most importantly, difference justifies paying a price premium.This means we can never cease to make a difference - not for us, not for anybody else.