It works for personal fitness and it works for professional fitness as well. Benchmarking (as it’s called) is a smart way to take a look at what other industries are doing and adopt smart new ideas. Here’s a lunch exercise for your team: Bring them together, pick an industry as far away from yours as possible. Do a two-step brainstorming session. Step One: What marketing and business practices does that industry do? When you have a list, go to Step Two: How could we adopt each of those ideas to what we do?