Let's face it, competition is everywhere. And that's not a bad thing. But, you do need to separate yourself from your competitors in some way. In the online world, innovation is everywhere. Tools to implement change are always evolving and becoming easier to use, implement and manage. So, ask yourself: What can I do to better my industry as a whole?

Travelocity CMO Jeff Glueck, speaking at the recent IAB Leaderhsip Forum in Chicago, discussed how his company is trying to make a difference, while still turning a profit. Travelocity runs campaings that allow travelers to help clean up New Orleans following the devastation of hurricane Katrina. This way, Travelocity is putting themselves out there as an advocate for the travel industry while still booking trips to New Orleans. They feature programs all over the world to help the less fortunate. It may not be a big money maker, but it puts the brand in front of an influential audience and makes Travelocity more than just a booking service, but an advocate for change and an industry leader.

Website Magazine is partnered with Sustainable Harvest to help offset deforestation. Magazine publishers use lots of paper. Now we can help not only the forests of the world, but the people who rely on those forests for their livelihood. We're an advocate for publishers everywhere and hopefully the rest of the industry follows in some way.

Making your industry better as a whole will help everybody, including your competitors. But thinking like a leader and an advocate will place your business at the head of the class and consumers will notice. The more your industry is talked about and grows - if you're a leading edge - the more your business is placed in front of your consumers.