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In today's competitive economy, a little marketplace disruption may be just the formula a company needs to stand out among its competitors and make some noise. Over the years, some of the best innovators were able to create their own categories in the marketplace. If you think about how some of the most popular brands have achieved as household names, it takes more than just hiring a creative marketing team to come up with great ideas. From a mobile app on the latest smartphone that tracks your steps on a daily walk, to a digital shopping cart at the grocery store designed to cut your time in half, launching an item that lands right with potential customers also requires the company to identify the "it" factor that solves to a consumer's biggest concerns.  At the end of the day, it's essential to establish how to make work and home lifestyles easier for their target consumers. Ten leading experts from Fast Company Executive Board each offer their tips to build a loyal customer base that will strengthen your business.