We'll be back in 10 minutes to tell you how to make your finest ideas matter more than ever before, and we'll keep it concise, cohesive, and entertaining.
Great Ideas, Poorly Marketed
Bernadette believes that the road to success is strewn with brilliant ideas that have been badly presented.
She cautions us not to make ours one of them. Her book is a collection of action steps for aspiring and existing business owners. We may all come up with brilliant new ideas, but they will go away unless we make them relevant to someone.
So let's begin with a simple pledge to do our best. Putting out your best effort must impact someone; that one person may be the beginning of something significant. There can be no future if we don't have that one individual. We need to make contact with someone.
We have all the tools we need to compete with the big boys in today's digital environment. The most crucial tool, though, is you.
You must be concerned with what you are doing. You have to trust in its global significance. It's up to you to tell its tale. It's up to you to bring it to life.
Coworking spaces, laptops, Wi-Fi connections, and social media platforms have all helped shrink the world and expand opportunities. It's now or never to get started on creating ideas that matter.
Formed in mind, triumph in the heart
Jiwa believes that ideas are conceived in the head but realized in the heart. Our arguments may be backed up by data, but it isn't enough to persuade consumers to buy. We need to figure out why our products or services are so popular.
What sets it apart from the competition? We need to figure out what sensations our potential customers desire to experience and give those experiences to them. Our concept must be important to them as well as to us. We require that one-of-a-kind brand.
Your brand, according to Jiwa, is a promise: a promise to a customer. You must make every effort to maintain your commitments; else, the customer's faith in our company will be broken. Your brand distinguishes you from competing services and products.
Obtaining commitment through emotion
It's about verbal and nonverbal communication to achieve commitment.
We must make them "feel" the benefits right away if we want them to act. We've lost them; they've moved on to the next item if they say, "I'll think about it."
Jiwa defines "feeling" as an "instant emotional effect." She believes that every business is founded on the emotions and experiences of people in a split second.
All transactions are important, even the ones that are unfavorable. Returns should be as simple as buying anything. Subscription cancellation should be as simple as joining up.
As surprising as it may sound, admitting fault and pledging to improve has a larger influence on loyalty than getting things right the first time. Why?
When the bubble breaks, it gives you the chance to customize your interaction and strengthen your bond. When no one calls, we assume that no one is interested. When they do call, it astounds us, and we immediately inform 10 of our friends. This is our chance to shine.
How can you convey all of your worth clearly and briefly? Begin by considering and framing just one subject.
Make a single purpose for yourself. Have only one aim in mind, solve a single issue, fill in one of the gaps. Find a method to make your clients' life simpler in one way or another.
Once you've figured out how to accomplish it, you'll see that your consumers will suddenly "understand it" and desire it - an emotional connection.
Addressing emotional wants instead of material wants
If we don't meet the emotional needs of "real" people, the items and services we seek to offer will fail in the market.
It's not enough to just meet prospects' material requirements. Our companies must delve beyond the labels to understand their ambitions, dreams, concerns, and objectives.
According to Jiwa, the greatest approach to set yourself apart from your competition, whatever your concept or market, is to amp up the volume on your goal story. While goods may resemble one another, missions are distinct.
We don't simply want people to buy our products; we want them to care about them. To have faith in what we do. To be able to "buy-in."
Our objective is to get those who matter to us to care, not everyone. Still, the ones we care about will tell a better narrative due to that action than the competitors.
Ideas vs. Tactics
While strategies are vital to promoting our concept, it is more important in the long run to have an idea that matters.
Many of the tactical solutions, as Jiwa points out, can be discovered with a 60-second Google search. But we can't always Google our unique purpose or vision, which is why it's the bedrock of our company or cause.
How vs. Why
The first issue we must address is, "Why will people be interested in this?" not "How are we going to persuade them to buy this?"
Toms Shoes began with a strong "why." The "how" was left till afterward. The tale of a "big why" improves the product.
Customers are more inclined to spread the word about who we are and what we do if our brand narrative strikes an emotional connection with them. Your clients will form a relationship with your brand as a result. They've agreed to participate.
It hasn't been done by you.
Have you lost your creative spark? Can't you come up with a single really innovative idea?
The good news, according to Jiwa, is that it doesn't matter if it's been done before since you haven't. The idea quota has not yet been exhausted.
The potential to experience diversity has yet to be realized. Our voice is what distinguishes everything we accomplish. Only we can tell this narrative from a perspective that no one else can.
Therefore, get up and do it. Do it right now. Put in the effort. A concept that isn't put into action is simply an idea with no influence on the world. It won't matter unless we get our idea out there, as Jiwa points out. So go ahead and do it. Prototype.
There's plenty of space to make our best guess, and there's still time to modify things afterward.
Ideas come from uncertainty.
Uncertainty is where the finest ideas come from. By overcoming their fears, most successful entrepreneurs create a winning product. They've only just begun. They have no promises, assurances, or safety net... but they do have a compelling narrative to tell.
A story should be written to surprise, entertain, and offer joy to those who would listen while gently closing the door on those who would not.
The foundations of our concept become a lot easier if we design something with a specific audience in mind. Jiwa advises us to start by getting to know our target audience and then tailor the idea just for them. It might be referred to as a target audience, a niche market, or a customer avatar.
The label isn't important; the aim is to understand the person behind it.
Jiwa offers some sound advice: Consider our company's history as the first date with a consumer.
It's a method of establishing the type of relationship that makes people want to know more. Our tale doesn't have to provide all the details; it just has to spark the next dialogue. It must get into people's hearts and establish an emotional bond.
How can we cater to our customers' wishes rather than their requirements in our businesses?
According to Jiwa, several major brands, such as Innocent Fruit Smoothies, Apple, Zappos, Nike, and TED, have structured their operations around appealing to desires rather than meeting needs.
How are you persuading your clients to buy emotional wants rather than simply basic needs?
A genuinely excellent brand tells a fresh story in people's imaginations and elevates a decent product above its practical level. Set out to identify the idea of what we want to see in the world, not simply a corporation or a product.
No customer is forever.
And, although we're busy growing our company, Jiwa reminds us of one basic fact: no customer will stay forever. Despite this, she insists that we should work on it indefinitely.
Forever is remembering that there are five more juice bars down the block, hundreds of running shoe manufacturers, millions of shoe shops, and 34 million Google search results for "life coach."
Forever means figuring out how we can make things better. There are no ironclad guarantees or a secret recipe. There isn't a blueprint for our success. This indicates that we are the creators of the map. We are in charge of designing our own path and ensuring your own success.
That's it: an energizing synopsis of a fantastic book, complete with advice on making your concept actually important in the world.