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target audience. The task could be as simple as designing a more client centered Web site, or re-think pay-per-click strategies, or perhaps even re-define an entire marketing campaign. The Mind Of A Marketing Innovator In general, there is one path every marketing innovator takes, and it all starts with skepticism, a natural reaction when entering the unknown. Soon after skepticism follows enthusiasm because with focused effort you start to see the potential of your new marketing strategy. Thus, you excitedly start to put your plan into action. However, as weeks and perhaps months go by you start to realize that your idea will take more time and money than you initially expected... You press on but still see no visible results. You begin to question if it's worth it. You feel like giving up. It is at this point you have reached the dark night of the marketing innovator. At this stage is when most people give up on their new marketing plan. They take their losses and just move on in hopes of creating another, more profitable strategy. Ironically, they usually but unknowingly will return to the same path of resistance, and once again give up on their ideas only to find "better ones." In contrast, the marketing innovator that stays focused on his or her plan, despite the dark nights, will often start to see pay offs and thus, push further ahead. Even the slightest payoffs will significantly shift an innovator's thoughts from despair to thinking it's not a bad idea after all. The success itself is the driving force that will guide an innovator forward with more motivational energy than at any other point on the path of innovation. The Co-op Industrial Advertising Network One example of marketing innovation is the Co-Op Industrial Advertising Network which I partially created with the assistance of IndustrialLeaders.com, a Global Industrial Supply Directory. Together, we've designed an innovative but yet practical lead generation program for manufacturers and suppliers of industrial products. Moreover, the entire program is free. The Co-Op Industrial Advertising Network is a Web based industrial marketing program which was founded on the principle that generating pre-qualified sales opportunities for your company is more important than generating traffic to your Web site. The Co-Op Industrial Advertising Network does generate traffic, but emphasis is primarily on increasing sales opportunities for members. What makes the Co-Op Industrial Advertising Network unique

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