Overcoming Channel Bias: Why True Innovation Comes From Trying What Competitors Ignore

You flip through a list of marketing tactics. Some sound fun—Instagram reels, maybe even a friendly blog series. But a few give you a pit in your stomach: cold calls, bulk partnerships, the terrifying local business meet-and-greet. Instead of confronting them, you double down on digital ads—you know how those work.

Then, someone points out that competitors in your space are all using the same tired digital tactics. One afternoon, after your inbox remains silent for weeks and ad costs climb, you reluctantly try something new—a direct mail postcard to a local event, with your number scribbled in gold pen. The response is instant and warm: people respond, ask questions, and share your offer with their networks. Sales spike, and a competitor even calls, asking how you got such buzz so fast.

Obviously, not every out-of-comfort tactic will work, but you realize something important. Your blind spots—your biases—were actually hiding secret channels that competitors never bothered to test. Behavioral psychologists call this 'status quo bias': we typically avoid unfamiliar actions even when evidence suggests untapped opportunities.

True innovation in growth often comes from tackling precisely those channels you—or your rivals—are inclined to write off. Being honest about your discomfort, and experimenting anyway, is a giant step forward.

Jot down the customer acquisition or communication channels you instinctively avoid, and ask yourself why—are you embarrassed, bored, or just unfamiliar? Challenge yourself to brainstorm a small test for one of those channels, even if it’s just a five-minute effort, and ask a trusted mentor or peer to check in on your follow-through. Remind yourself that breakthroughs often hide outside your comfort zone—so this week, commit to running a single experiment that feels awkward but could open up surprising new growth. Make the call, send the message, or show up, and see what happens.