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Gennaro is the founder of FourWeekMBA, a leading source on business model innovation. He says reinventing or innovating your business starts from technical implementations. Innovating in business means redefining value for your existing customers to understand how to enhance it. In some cases, a tweak of an existing product or platform can provide much more value to the existing user base, he says. In other cases, you don’t need to reconvert the whole business model to make it survive in difficult times.