No matter what industry you are looking to dominate, sooner or later innovation will play a major role in your success – or lack thereof. According to Ronn Torossian, even in an environment or business paradigm that seems to change slowly or discourage out of the box thinking, innovation will eventually be necessary for continued success.

This is not because people are trying to create sweeping changes. In many cases, it’s just the opposite. Innovators are not trying to make massive “meta” changes to industries. They start out simply solving one problem, or improving one way to make a profit.

Consider, Henry Ford was not looking to put a bunch of people out of business or to create an entire industry when he applied assembly line tactics to his production floor. He was simply trying to build and sell cars in a way that allowed more people to own them while still protecting his profit margins.

Likewise, Jeff Bezos was not setting out to destroy publishing and kill bookstores when he started Amazon. He just saw a ton of money being left on the proverbial table and devised a way to collect it.

Both of these practical geniuses simply solved one initial problem that led to other challenges… and then others. As each new challenge was addressed, industries were created and destroyed.

Innovation dynamics work the same way even in individual jobs. Your employer may hire you to do a certain job in a certain way, but sooner or later, the market or the company or that task will change. If you can get ahead of that curve and change yourself BEFORE your employer or the market needs you to change – and you can make that practice a habit – you will become indispensable.

Further, true innovation also has vital and almost limitless public relations potential. The media loves “new” news. Anything that is legitimately new, or different, or special is bound to get attention. And, if you can do it in a way that will get people looking and keep people looking, the media will continue to give you attention.

Bottom line, when you are considering how to devise your own career ascent, never underestimate the power of innovation – in your job, in your plans, and in your communication. If you can channel and present the extraordinary, that’s exactly the sort of success you can achieve.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.