What does it mean to be on the edge of a breakthrough today? Granted, the English language is full of nuance and any word can and often will hold multiple meanings, but this phrase is pretty clear. No matter what industry you are a part of, if you are "on the edge of a breakthrough" then you're probably doing something pretty exciting (that is unless you're a parent revolutionizing the timeout). So what does this mean? How can you earn dollars, even if you're only a periphery to the developing technology or idea?
To put it simply, you must distinguish yourself. Breakthrough's happen all the time, in most every industry; by creating an image that sets you apart from the competition (and hopefully above) you're another step closer to that "it factor" that people want to buy from.
The approach to differentiating yourself should be the same approach you use in every other part of your business model. Whatever it is that makes your business unique to its industry should be the same thing you emphasize in marketing. By making yourself visible, whenever a breakthrough or hot topic does happen then you can be effective in using it to your advantage.
For example, if your company designs applications for Facebook then you could take the current uproar over privacy and write blogs or feature articles on your website letting people know your position, or at the very least, involvement in the topic. People will interact much more with a brand that seems current and involved than one that seems uninterested or unmotivated.
As an Indiana web design company, we focus on keeping our local markets (Lafayette web design) happy by involving ourselves in community affairs. However, because we're essentially providing a borderless service, we also try to stay relevant by incorporating technology and marketing news (like this really cool emerging techonology: Siftables) within our blog posts. Because our business model focuses on web design technology and internet marketing (SEO/SEM solutions), it only seems natural that we would post this type of material online. Now, if a new website development language or technology sweeps the nation (as did Flash or PHP in the last decade), we are in a much better position to speak about it.
In the end, marketing yourself takes work, but by staying active you can ensure that your exposure during industry breakthroughs won't leave you wishing.