The U.S. Postal Service is a juggernaut. If it were a private company, it would probably rank in the Inc. 5000. It delivers almost 500 million pieces of mail to 156 million addresses in the United States every day.

True, it's old, and often seems to be dying, but it may have just found a new lease on life.

The other day I received an email about a new service offered in my area: Informed Delivery.

What? How cool does that sound?

Here's how it works: Each day you receive a gray-scale digital preview of your incoming mail. The benefit, they say, is to let you know when important pieces of mail will be arriving.

Now, if you're anything like me, the majority of what you receive through the Postal Service is junk mail, so it's a very short distance from the mailbox to the trash bin.

It's a nuisance, really.

Entrepreneurs and leaders take note.

But here is why this move is important, and why you should take note as an entrepreneur.

For years pundits have speculated about the demise of the U.S. Postal Service, calling it irrelevant, out of touch, bloated, and slow. (Early in my career I worked for a billion-dollar company that had the same things said about it.) Yet in one fell swoop, they introduced a technology that could breathe new life into it.

They have found a way to bridge an old-world service with new-world technologies.

What I'm most excited about is the follow on services they could soon deliver:

  • Junk-mail unsubscribe
  • Return to sender
  • Not at this address notification
  • Enhanced advertising services in digital preview

(Please, please, please introduce junk-mail unsubscribe!)

If the U.S. Postal Service can keep trying, so can you.

But here's where this applies to business owners: The U.S. Postal Service didn't give up when everyone said it should turn out the lights and quit.

And neither should you.

Keep refining that idea. Keep trying. Keep innovating. No matter how many people rule you out, that home run you're looking for might be right around the corner.