Growth would not, alone, big impact unless it is accompanied by an aimed to differentiate the company in the global market, according to elements that make it recognizable and preferable to its offering than its competitors. To power a real possibility of differentiation must go through a series of steps:

- Innovate your product / service in terms of segments of use selected as the most promising, although different from those in which you experienced (not just copy or respond to the needs of specific customers)
- Make the public recognize their innovation potential clients, by brand name, form of franchising or licensing, or other means of propagation that do not sacrifice too much control the owner on the idea.
- Build channels of interaction with potential customers which are relevant to assert their difference from potential customers interested in its content innovative.
- Use the Internet as a means of selective interaction with specific segments potential use, building dialogues and giving information to make it recognizable product and explain how you can purchase.
- To strengthen the logistics and customer service in order to give actual value differentiation proposal.
- Investing in solutions and contacts, entering in the organization of experiences of final consumption value the symbolic and communicative use of own product.
It is not necessary of course, that the same company task alone all these steps and cover all these needs. But it is essential that the company is able to act at all field in the value chain by involving other companies, building alliances and complementarity,
adopting compatible standards etc.. in order to exploit the possibilities of division of labor also strategic innovation.