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3 simple things entrepreneurs do to make their new idea a winner.
There is a plethora of good business ideas out there being produced by many smart people.
The challenge, however, is how to make your idea a successful one. The one new idea that people salivate over. The one that captures their imagination and takes their breath away.
Successful entrepreneurs understand the principle that to win, their idea needs to stand-out in the crowd and it needs to:
Create VALUE that is RELEVANT (something people care about) and UNIQUE (something that ONLY you do).
1. Create VALUE — What your new idea DOES for people. The benefits you give to people. The emotion you elicit. The memories and experiences you create with your new idea.
Value has little to do with technology and the whiz-bang things it can do. If technology doesn’t evoke emotion or satisfy a craving, it’s worth nothing.
Delivering value does NOT involve flogging your product or service to the masses. If you want to intrude on and interrupt people, choose this strategy.
But you won’t last long.
2. Create Value that is RELEVANT — Talk to the critical few things that are important to your target customer. Things they care about.
Things that evoke an emotional response. Speak to them directly and intimately.
Avoid the temptation to push your agenda to the crowd. This is a lazy marketing tactic with no positive return on investment.
Sure, your message might illicit a positive response from a few people, but the more likely outcome is that most of the crowd will be annoyed that you injected yourself into their space, or will ignore you.
Speak to what people desire not what you want to flog.
3. Create Value that is UNIQUE — Providing something in some way that no one else does. Be the ONLY one that does what you do. The ultimate manifestation of being unique is the ability to create the ONLY Statement.
“We are the ONLY ones that…” is the claim you need to create for your new idea. It cannot be like anything else in the market if it is to succeed.
You don’t want to be best, #1 or excellent. These are CLAPTRAP aspirations at best and give your audience no specific reason why they should but your new idea as opposed to someone else’s.
Most organizations have a competitive claim that is vague and grandiose with little clarity in terms of why their new idea is unique. Don’t go there.
Here’s an ONLY example that I like:
“BCI Marine is the ONLY complete service partner committed to delivering solutions to grow a boat dealer’s business.”
Don’t fall victim to the grim reaper and risk failing like many in the entrepreneurial herd.
Break-away.
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