Netflix recently announced that it has won the rights to a new drama, called House of Cards, starring Kevin Spacey. The little DVD rental company outbid cable giants HBO and AMC for 26 episodes. Of course, little Netflix now enjoys 20 million subscribers, while HBO has 28 million.

I call this creative aggressiveness. By bringing in an original drama, Netflix thrills its current customers, who will get something new, unexpected and fantastic at no additional cost. It also elevates its standing with prospective customers, brings in millions of new ones, and creates excellent public relations.

Of course, creative aggressiveness doesn’t have to cost millions. It can be done for almost no cost at all. What can you do that’s creatively aggressive? Can you get your executives call one customer per day for five minutes? Can you build one-on-one relationships with media, never again blasting a press release? Can you use your customers’ words in your marketing, instead of your engineers’?

Combine creativity and aggressiveness to instantly improve your position.