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In 1805 Napoleon Bonaparte was posing a major threat to the powers that existed in Europe. The Austrians, the Russians, the British and probably a bunch of others didn’t like this uppity Corsican who had turned the French military into the dominant force. 

Austrian General Karl Mack von Leiberich was determined to stop this pesky little Napoleon and do it the right way. He knew from years of training and battle experience what was right and “proper.” He knew he would stop this menace to his known world with a massive amount of force (combination of the various powers) and superior knowledge of what had worked before.

At least, that is what he thought.

Napoleon had other ideas. He was going to deploy some unconventional, new and innovative tactics and strategies to defeat not only Gen. Mack, but also those allied with him from the other nations. Napoleon refused to embrace the old ways of fighting. He embraced new, controversial and innovative techniques to confuse the enemy, surround them bit by bit, and ultimately win decisively. The Battle of Ulm in 1805 gives us some valuable lessons on how to innovate in ways that are not quite in the old “proper” way of fighting — and win.

Today we face different challenges. In business we aren’t fighting with guns, cannons and swords. Instead we’re using ideas. Our break-through innovations come when we take ideas, twist them and come up with some screwball, cockamamie (to use an old phrase) ways of doing business. Think Gen. George S. Patton.

Those who have succeeded in business before and today are doing just that. Look at Apple. They used to be Apple Computer and had some very good models that a loyal, devoted following would buy and evangelize. That was nice.

However, when Steve Jobs helped direct Apple Computer to be more than just a computer company (now called simply, Apple), he came up with ideas on how to let customers enjoy their music in a highly portable form quite different from the then-popular CD and even audio cassette formats. He changed an industry and changed Apple ultimately into a $65-billion company.

Sergey Brin and Larry Page came up with a crazy idea of logging all the facts in the world so everyone can find it — and doing it for free. What a zany idea! Critics said they would never make money with that hare-brained idea. Well, we all know how Google (another crazy name) has changed our world forever.

So, how can you and I change our business and embrace what is going to produce innovative, breakthrough results? Space doesn’t allow a lot of time but here are some principles that will work for you in your business:

• Study The Past But Don’t Be Locked Into It — We can learn a lot from past success, as Gen. Mack did. But don’t rely on those tactics and ignore new advances.

• Get New Technology And Be Willing To Learn It — Most people don’t want to embrace the learning that is required for some of the best technologies. Getting an original iPod took a wee bit of training and looking at technology differently. Those who embraced that benefited. Andrew Carnegie continually poured money into new technologies in his railroad and steel businesses. All the technologies didn’t work out. Some were a waste of time, money and effort. But Carnegie kept learning and ultimately benefiting from an innovative attitude. Embrace the right, new technologies for you to serve customers (there’s the important filter).

• Innovation Video — Watch this video for practical steps for innovation in America. I recently had the opportunity to interview Gary Shapiro, the President of the Consumer Electronics Association at the Consumer Electronics Show. His new book, The Comeback, cites specific ways we can turn America’s economy around and also how you can instill innovation in your company. Watch and enjoy this video. It is a must-see for you, your top team members and clients — http://tinyurl.com/46jdksm.

• Think Different — Yes, I know that grammatically it should be “differently,” but in this case, I’ll lean towards Apple’s use of this phrase in their advertising. Think about doing something completely different from what you’ve done before. Take the “different” approach. “Think Different” in how you can please customers. Embrace this from the top to the bottom of your organization and you’ll begin to see true innovation — and bottom-line profits.

• Never Stop Innovating — Napoleon didn’t keep innovating, and his failures in Spain and Russia ultimately led to his cozy, little homes on first, Elba, then ultimately St. Helens. Learn from his mistakes and don’t make them!

Innovation will always be the way to the future. Yes, it means letting go of what might have worked before. Yes, it means continual learning. But yes, it also means a more profitable business and better way of helping others.

Somehow I see Napoleon Bona-parte giving us the thumbs up on that one and saying to us today, “Oui, Oui, monsieur.”