Bold. Daring. Innovative. On her terms.

Beyoncé released her self-titled album exclusively on iTunes last week and the bold move paid off. No promotion, no press junket, no gimmicks.

Once upon a time, entertainers sold music from the trunk of their car and visited radio stations one by one in hopes of getting the on-air personality to play their music.  Artists went straight to the market by way of street marketing.  Then the labels took over with elaborate campaigns which were carefully staged, creative, and costly.

So imagine, a star who dared to be different.  The pop diva wanted to connect with her fans; which is about as close to one-to-one marketing as you can get.

So what can businesses learn from Queen B?  Aside from knowing your target, try breaking from tradition with innovative and risky tactics to build your business on your terms. Go outside of your comfort zone and get in touch with your product or service offering and build a strategy. The goal should always begin and end with your passion to reach your core audience with knowledge of how your service or product will resonate. Beyoncé is a brand, she knows her audience, and counted on her fans to respond and relate.  She took a big risk and it paid off.

This year, take another look at your marketing traditions.  Consider saying, “I know we’ve always done it this way.  Maybe it’s time for something different.”  And remember, it’s not innovation if there’s no risk.

Rhonda Nelson is Senior Vice President of Marketing for Cohen Brown Management Group. She is recognized for her  expertise in strategic marketing and tactical implementation. Her areas of specialization includes social media, events, and B2B marketing.