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London's Savile Row is an historic street that's home to many of the world's finest suit makers.
For more than 200 years, discerning gentlemen travel from around the world to order handmade suits and clothing from expert tailors on this famous street. It's been a boys'-only club for generations . until now.
Enter Phoebe Gormley who decided to shake things up a bit.
Gormley opened Gormley & Gamble, the first custom clothier on Savile Row exclusively for women.
With the same meticulous details, highest-quality fabrics, and world-class service, she's offering a long-overdue option for her female-only customers.
The store has captured the hearts and minds of customers and the media around the globe and is setting a new standard for female professional attire.
Gormley's invention wasn't a new technology, product, or service. Instead, Autel MaxiIM IM608
. she applied a proven model to a different customer.
More: Originality pays handsomely, in art and at work. Just ask Paul McCartney
More: Are we living through horrible times? Maybe.
Typically when we pursue innovation, we think about how to deliver more value for our current customers. After all, we know them well and can use our creative energies to make their lives better. We invest our resources to drive our existing businesses forward. That's the usual approach.
The unusual approach, in contrast, involves innovating whom you serve rather than what you do.
Gormley offers fine quality, handmade professional clothing just like dozens of competitors on Savile Row. Her business model and services are completely unremarkable other than the fact that she's the only one serving female customers. She taken something that was working well and applied it to a different target.
Think of it as cross-innovation, whereby your creativity involves serving a new market with an old offering. LEGO has a social network for kids too young for Facebook. La Brea Bakery offers bread for people with a gluten intolerance. There are hundreds of existing products and services that have been adapted for specialty markets ranging from senior citizens to ex-cons to soccer moms. There's even flavored vitamin water for pets!
As we look to push our businesses forward, exploring the unexpected strategy of cross-innovation can open up meaningful opportunities. It begins with a simple question: "Who else might really enjoy my product or service that is currently underserved?"
Tweaking an existing offering for a new market can represent a less-risky, lower cost opportunity than traditional product innovation. And in these uncertain times, safe and cost-efficient sure sounds good.
This week, make a list of five completely new customer types that could benefit from your expertise. Try them on and see what fits. And just like Phoebe Gormley, you might just land on a new opportunity that's tailor-made.

Arsenal
Emi Martinez – 8: Commanding showing between the posts for the Gunners. Saved well when Mane was put through early in the second half and denied the winger again one-on-one later.
Hector Bellerin – 6: Looked slightly off the pace early on but grew into the game before being subbed shortly before the hour mark.
David Luiz – 7: Experience came in handy during the spells in which Liverpool put pressure on the Arsenal defence in the north London side's box. Scored his penalty confidently.
Rob Holding – 7: Had the measure of Mane for most of the first half, especially when defending long balls from the Liverpool defence, but was troubled a bit more in the latter period.
Kieran Tierney – 7: Was tested early on by a threatening Robertson cross, and just about dealt with it. After that, the Scot impressed with an energetic and smart display.
Ainsley Maitland-Niles – 7: Very little to criticise in the case of the left wing-back, who looks to be improving and was very disciplined here. Scored calmly in the shootout.
Mohamed Elneny – 7: Seemed comfortable alongside Xhaka in the Egypt international's first competitive game since returning from loan at Besiktas.
Granit Xhaka – 7: Strong and tidy in the middle of the pitch. Has seemed much more consistent since Arteta's arrival.
Bukayo Saka – 8: Picturesque crossfield ball from the -year-old helped to set up Aubameyang's brilliant strike on 12 minutes. Showed composure beyond his years from start to finish.
Eddie Nketiah – 7: Worked hard throughout. Was denied a goal by a strong Alisson save.
Pierre-Emerick Aubameyang – 9: Found the net with a stunning, dead-eye finish in the first half to put Arsenal ahead. Looks so at home at Wembley. Fantastic penalty in the shootout.
Liverpool
Alisson – 7: Had no chance of stopping Aubameyang's opener. Elsewhere was dependable as usual, as shown when he kept out Nketiah well when Liverpool trailed 1-0.
Neco Williams – 6: Looked a little out of sorts as Aubameyang ran at the right-back before whipping a finish into the far bottom corner, but elsewhere the 19-year-old put on an encouraging display before leaving the field on 60 minutes.
Joe Gomez – 6: Not a poor performance by the centre-back by any means, though his still appears to be a position that could be strengthened in the long run.
Virgil van Dijk – 7: Generally marshalled Nketiah well. Turned home a Robertson free-kick but was caught offside.
Andy Robertson – 8: Terrific crossing troubled Arsenal on a number of occasions. Provided plenty of energy as expected.
James Milner – 8: Was as industrious as you'd expect. Liverpool's best player for the hour that he was on the pitch.
Fabinho – 6: Failed to really impose himself in midfield. Scored his penalty.
Georginio Wijnaldum – 6: Another player whom the game seemed to pass by – until Arsenal tired, You may need: OBD2 Diagnostic Tool. that is.
Mohamed Salah – 6: Unusually anonymous for Jurgen Klopp's team in the first half but became more spirited after the break. Netted his penalty with conviction in the shootout.
Roberto Firmino – 7: More inventive than his forward partners for the most part, the Brazilian began to impact the game more as it went on.
Sadio Mane – 7: Was largely kept in check by Holding in the opening half, but became more of a nuisance as the match wore on.
Takumi Minamino – 7: Couldn't miss the equaliser but deserved it after a bright showing following his arrival in the second half. Scored his penalty.

Palestinian Prime Minister Mohammad Shtayyeh has said a Donald Trump victory in the upcoming presidential elections in the United States will be disastrous for his people – and the world at large.
In comments made during a meeting with European legislators on Tuesday, Shtayyeh said the last four years of the Trump administration have greatly harmed the Palestinians.
"If we are going to live another four years with President Trump, God help us, God help you and God help the whole world," the prime minister said, repeating comments he made a day earlier in a virtual address to the European Parliament. The comments were also posted on his Facebook page.
"If things are going to change in the United States, I think this will reflect itself directly on the Palestinian-Israeli relationship," Shtayyeh said, referring to Democratic presidential nominee Joe Biden winning the November 3 polls. "And it will reflect itself also on the bilateral Palestinian-American relationship."
The Palestinians have traditionally refrained from taking an explicit public position in US presidential elections.
Shtayyeh's comments reflected a sense of desperation on the Palestinian side after a series of controversial moves by Washington, including the recognition of Jerusalem as Israel's capital in late 2017 and the subsequent relocation of the embassy there. At the time, Palestinian leaders, who see occupied East Jerusalem as the capital of their future state, said the US was no longer an honest broker in negotiations.
Following that, the US closed down the Palestinian Liberation Organization mission offices in Washington in response to the Palestinian Authority's refusal to enter into US-led talks with Israel.
Trump also cut off hundreds of millions of dollars of US aid to the Palestinians, and earlier this year issued a so-called "Middle East plan" that was outright rejected by the Palestinians as too favourable towards the US's staunch ally, Israel.
It envisions the Israeli annexation of large swaths of the occupied West Bank including illegal Jewish settlements and the Jordan Valley, giving Israel a permanent eastern border along the Jordan River.
The Trump administration has also said it no longer considers Israeli settlements in the West Bank and East Jerusalem illegal, reversing decades of US policy – a move condemned by Palestinians and rights groups.
More recently, Trump's administration has also persuaded two Arab Gulf countries, the United Arab Emirates and Bahrain, to establish full diplomatic relations with Israel and pushed other Arab nations to follow suit.
The deals announced in August were slammed by the Palestinians as grave betrayals by the Arab states, further undermining their efforts to achieve self-determination. They also undercut the traditional Arab consensus that recognition of Israel only come in return for an independent Palestinian state.
For now, the majority of Arab states say they remain committed to the Arab Peace Initiative – which calls for Israel's complete withdrawal from the Palestinian territories occupied after 1967 in exchange for peace and the full establishment of relations.

The Renault ZOE – Europe's best-selling electric car – is now even more appealing with the introduction of a new specification combining desirable equipment, advanced safety technologies and with the vehicle's longest possible range of 245 miles (WLTP). It's available to order from mid-January 2021 from £28,495 OTR after the Plug-in Car Grant (PiCG).
The new Venture Edition trim joins the line-up sitting between Play and Iconic models. Powered by the R110 motor and available with the option of 50kW DC charging, the New ZOE's 52kWh battery can be charged to 80 per cent in just one hour and ten minutes.
This latest addition to the line-up means the award-winning New ZOE is now available with a choice of four highly appealing specification combinations, AD: Bluetooth obd2 scanner. with the new Venture Edition providing an even more generous equipment list, including the most popular features as standard, while offering the all-electric city car's full 245-mile range capability.
As standard, all New ZOE models come with a 10-inch TFT Driver Information Display complemented by seven-inch EASY LINK infotainment display with Bluetooth, Apple CarPlay and Android Auto, USB connectivity, air conditioning, handsfree keycard, full LED headlamps with LED daytime running lights, automatic lights and wipers and a three-year subscription to Renault Z.E. Connected Services.
The new Venture Edition builds on this with a selection of key elements delivering greater functionality for New ZOE customers. Fitted with the innovative 15-inch Flex wheels shared with Play models, the Venture Edition is the most comprehensively equipped New ZOE capable of driving for up to 245 miles (WLTP) on a single charge.
On top of Play specification, the New ZOE Venture Edition adds climate control, front and rear electric windows, plus seven-inch EASY LINK infotainment system with satellite navigation. The Venture Edition also comes equipped with a comprehensive list of safety and driver assistance features including lane-keep assist, lane-departure warning, high-beam assist and Autonomous Emergency Braking System (AEBS).
The New ZOE Venture Edition's generous specification can be expanded further with options including the Winter Pack, including heated seats and steering wheel, plus 50kW DC charging technology for faster charging times – capable of adding 90 miles of range in as little as 30 minutes.
Venture Edition models also bring added elements to the exterior design with door mirrors finished in matching body colour – of which there are eight to choose from, while rear parking sensors provide peace of mind with difficult manoeuvres.
New ZOE customers also have more options than ever when it comes to the way in which they purchase their award-winning
all-electric vehicle – including the new Venture Edition.