Recently released Iron Man 2, based on the Marvel character of the same name, continues the story of playboy wunderkind, industrialist and brilliant engineer, Tony Stark as head of his deceased fathers' military weaponry company, Stark Industries.

In the initial installment, Tony becomes a technologically advanced superhero by building his own computerized exoskeleton and using it to escape hostage of a terrorist group in war-torn Afghanistan. In its sequel, Iron Man 2, the film opens as Tony Stark reveals to the press that he is indeed Iron Man and much fanfare ensues which plays masterfully into Stark Industries' 365 day, cleverly orchestrated campaign to promote the splash and spectacle that is the Stark Expo.

While watching the film, one can be impressed with the effects and story but something far greater is happening just under the surface. As a marketer and small business owner, there are many lessons we can "ethically borrow" from Tony's masterful promotional antics:

1. This is no time to be timid - Whether you see the circumstances as good or bad, the economy has drastically thinned out those competing for your customers/business but it also has given your potential and current clients a much lower tolerance for mediocrity. They must know how your product/service can best meet their need and why it's the only logical (read: emotional) choice for them. And guess whose job it is to tell them?

2. Be masterful at your craft - Continuously hone it, refine, develop it until your skill and expertise can be matched by no other. Make it so that your competition is decades behind you and clamoring just for the privilege of riding your coattails? In Iron Man 2, we saw how Tony's fiercest opponent, Justin Hammer, would stop at nothing to knock Stark Industries off its reigning crown of military weaponry glory, but he simply could not keep pace and as a result, Tony did not have to do much to demonstrate the inferiority of Hammer's products. It was also evident to the masses and if you followed this strategy in your business, you would inevitably reduce your advertising costs.

3. Invest in yourself and equip your business with the tools & technology to ensure your success. A lot of times small business owners feel pressured to have the latest whiz bang gadget to grow or expand their business (an equal amount fall clear to the other side of the spectrum where their systems have not been updated since they opened their doors for business), the only trouble is, a bright new shiny object seems to release every other week. Well if there is one area that you should never skimp on, it is technology and education, especially in today's marketplace where access to information is literally at your fingertips. These are two areas where your competitive advantage has the potential to grow your business exponentially.

4. Lastly, tune out the drones - Don ot be deterred by the same "me too" marketing used by your competitors. here's where Tony Stark really throws us a true gem. Even amidst his arrogance and indulgence, he showed us how valuable tuning out the drones really is. All around him; the government, his competitors, even Tony's closest confidants attempted to steer his actions in predetermined directions. But he was unwavering in his commitment to furthering his personal mission. When it comes to marketing and growing your business, don't fall prey to copying what everyone around you is doing. Because the truth is, everyone around you is probably getting average results and you definitely do not want average results, you want extraordinary results!

So in thinking about the marketing lessons from the Iron Man 2 movie, the main takeaways here are to 1) think differently; 2) not be afraid to take calculated risks; 3) be bold; and 4) reach your audience in new and unexpected ways.