Radiohead recently announced that their new album can be pre-ordered for any price the customer wants. And apparently, the move is succeeding.

Full credit to Radiohead for taking the risk. They went against the standard business model. They tried something new and stepped into unchartered territory. And it’s paying off for thme.

More than being a good example of successful risk taking, I think this is a great example that giving people free choice pays off. If you make something good enough, people will be willing to pay for it. Instead of focusing on how to stop people from trying to cheat the system and get free things (which is what most music companies are trying to do), try giving people – your customers – the choice. Create something worth while that they will be willing to pay for. That’s the best “business model”. Not stopping competition or trying to hold on to what you have. But to go for something new, to break from the pack. If you do that, the customers will be more than glad to pay.

What are you creating that is of worth today? How are you breaking from the pack?