- Understand and practise the standards — To set new standards, you need to know what they are first, and how they work. For a lot of businesses, these standards are in place for a reason. It could be because they have to be, or because that’s how it worked way back when. You need to know the difference before you can make a change.
- Pick an area to improve — Making overall industry improvements is often not possible, or too broad. To make effective and sustainable changes, approaching them one by one is better. Like the Fenty example, they started with the foundations. That approach then continued to other launches and then their concealer range.
- Ensure it is a standard people want to have changed — It can be tempting to want to change industry aspects that customers love. We might think it’s outdated, or we could do it better. But if it sells, don’t fix what isn’t broken. Research to ensure your chosen improvement is actually an improvement and not a waste of time.
