innovation-pr-ronn-torossianNo 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, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.