Innovation can be a great way to get noticed and advance your career. But “new” for the sake of “new” may not bring you the success you are hoping for. Sometimes, innovation needs to be more subtle, more invested … more long-term. Check out the new electric Volkswagen Golf for inspiration on how to do it right.

The all-electric Golf is not necessarily new, but it is new to the American marketplace. Herein lies the first lesson. You may not have the most original idea in the world, but if you can take your idea and introduce it to a ready audience, then you may very well have a winner.

The Wright brothers get all the credit for flight, but what about the guys who took culture from props to jet engines? Theirs may not be household names, but these guys redefined what it means to travel, to fight and to reach for the stars. And there is still plenty of room for improvement.

Both aeronautics and rocketry are growth industries. Society at large may never learn the names of all the innovators who will make “The Future” our reality, but they will innovate nonetheless. They will succeed. They will fail. They will take risks and make changes and turn “new” into average. Then they will do it all over again. These people, too, are innovators. They may not be swinging for the fences during every at-bat, but Ted Williams and Wade Boggs are just as important to baseball as Babe Ruth. The same can be said of sequential innovators in every business.

Further, VW has a specific – and simple – goal. They need the attention of the American consumer in order to gain a foothold on market share in an incredibly competitive marketplace. Better still, VW understands there’s no need to get weird just to get attention. The electric Golf looks pretty much exactly like the gas-powered Golf. And it operates along similar parameters.

It may not stand out, but the Golf excels at the one thing that it does differently. It’s an electric car that doesn’t lose much in performance when compared to its gas-powered counterpart. In other words, it brings a very desirable benefit to the table without sacrificing much, if anything. So, instead of being defined by what it lacks, the Golf is defined for exactly what it can do for its buyers. PR doesn’t get much better than that.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.