Some advertising wag once said:
“It ain’t creative unless it sells”
But most of us are standing here on the other side of that evaluation trying to come up with something creative that will sell our brand, product, concept or service. We need a way to figure out what will convince a large enough group of folks to lay down their cash so that we can make a profit.
Building a brand that sells
You can work all the magic of words and graphics on anything but when you bring them to bear on something with a real difference they become unstoppable. A truly unique product or service is much easier to position, promote and sell.
How do you make your concept unique? How do you develop it so it inherently has the differentiation that makes it saleable? What do you need to do to make your offering singular?
Here are three things you can do that will help you innovate:
- Act like a child
The sad truth is that our education, though not designed to do so, removes the marvelous questioning and experimentation that we have as primary behaviors when we are children. Do you recall losing track of time as you delved into some simple thing? Have you ever gone back to that ‘anything is possible” set of beliefs? Therein lies one of the most powerful tools available to you.
Experiment. Get your hands dirty playing with the possibilities. Try anything and everything, the less orthodox the better. Keep track of what you find out. The insights you reach could prove valuable.
2. Make new friends
Scientific studies tell us that we are most creative when we see connections across unrelated fields. People with different ideas and perspectives can help you see those connections, questions, problems and ideas.
Network in organizations or groups that are outside your “comfort zone” to gather distinctive new thoughts. Allow those new relationships to direct your reading. Ask the questions that challenge their status quo. Apply their answers to your view of the world. Find a way to merge the two. Test the new “common wisdom.”
3. Renew industry acquaintances
Take along look at the behavior of customers, suppliers and competitors to identify how they do things. Just because it has “always been done that way” doesn’t mean it must continue unchanged.
Borrow ideas from other industries. Try them on and think through how they could change your product or service and the industry in which your firm is doing business. Play out the “what if” scenario alone or with your partners. See what might happen form an operational and an income viewpoint.
We live in a time of disruption.
Join the party.
Apply Sir Richard Branson’s mantra:
A-B-C-D Always Be Connecting the Dots
Here are some what ifs that I’ve been thinking about which you may find stimulating:
What if you could use DNA testing to develop formulations for foundation makeup for women that was healthy for their skin and offer it in tones that matched their complexion by race?
What if you had AI driven vertical take off and landing one or two passenger vehicles which you sold as a subscription service. Think about pricing. Peak and off-peak utilization. Would suburbs expand or contract? How would you control traffic particularly altitude changes in the flow?
What if you could find a way to replace trucks as the primary physical distribution vehicles. It wasn’t so long ago that the intermodal revolution swept this industry. That change brought about containers that could be moved on the high seas, via rail, air and finally via truck.
Initially, if you had drones to carry single truckloads you might operate at specific heights above the current freeway system. But what do you do about delivery at the destination. How would existing loading docks affect your transport design? Do you have operators either in each unit or at a distance or do you use AI?
And, so it goes
Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com
His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.