Many of us learned how to run a business either in the 20th century or we were taught from people who learned in the 20th century. The business world was very different back then. The models of the last century no longer apply in the same way today.
For example look how much free stuff is now available on the Internet, people used to pay for that. Look how whole industries have disappeared as new technology has overrun them... Nowadays if we don't innovate, keep developing, constantly adjust and respond to things around us... we will struggle.
Whereas last century things were pretty constant. The pace of change was reasonable although it began to accelerate rapidly when the computer became mainstream, but still manageable. Today... uncertainty is the name of the game, there are few constants and everything is either in flux or heading that way. The pace of change is so fast it's very difficult to keep pace... in fact that's a full time job in itself!
In the 21st century we have to be resilient, agile and resourceful. We have to be able to survive knocks, take set backs and get up again. We have to be able to change strategies, adapt and introduce new ideas fast. We need to deal with what comes our way, innovate, come up with ideas, work out what works for us, and then apply ourselves (and instruct others perhaps).
Most of us haven't innovated in a while. Maybe we innovated when we started our business. The basic idea of what we wanted to do. But how then do we take that idea and get it out there in a way that is going to work? ... finding customers is the biggest challenge, not that we necessarily need hundreds... just enough would do! ...
You are going to need to Innovate approaches and strategies to grow the business.
The trouble with innovation is that we can only innovate within the confines of what we know already. So it's a bit of a catch-22. We need to innovate new ideas, but how do we know what is possible?