Many times, business owners are looking for a formula or an exact template that someone else, in their industry, used to grow. They look for experts that worked with businesses just like theirs, or for vendors and suppliers who specialize in their market. And while industry expertise has its place, when it comes to marketing, it is always beneficial to have fresh eyes and fresh ideas. Oftentimes, those fresh outlooks come from “outsiders”...or those who deeply understand the principles of marketing but are not experts in a particular industry. These folks are able to see a larger pattern, to see areas of opportunity, and to see blocks or gaps that are sitting right in front of the industry expert but remain unseen.