Behind the Scenes: Here's How I Sell An Idea
As
someone who has been called an idiot more often than an innovator, I
know how it feels to pitch an idea before its time or to someone
who’s just not into it. But ideas make way for progress; they
happen long before you can show someone the money. I’ve come to
believe that putting out ideas is my obligation.
I
once worked for a brilliant man who wasn’t afraid to offer an idea
before its time. More than half of them were nonsensical but he had
some incredible gems. Here’s what I learned from him: Just put it
out there. As Einstein said, “If at first the idea is not absurd,
there is no hope for it.”
But
you have to be prepared to defend your ideas. Here is the process
I’ve found helpful:
Shelter
the seedling:
It
starts as a notion, something that you can’t even articulate. Maybe
it comes to you on a walk (my favorite idea generator), or on the
train, or it builds on top of something someone else said. An idea
rarely happens as the result of a mandatory team brainstorm. Noodle
it, let it breathe and build. Ignore it and see if it still comes
back.
Give
it a stress test:
Ask
yourself, do I believe in this idea and am I willing to appear
foolish by telling others? Critically, do I feel so passionately
about this idea that I want it to happen with or without me? Then do
your homework and make sure the idea solves a meaningful problem.
Finally, ask others to help make the idea better – never ask, is
this a good idea?
Tell
it:
You
can’t sell it if you can’t tell it. This is where things often
fall apart. I’ve seen many an entrepreneur or creative executive
fall short because they can’t sell a vision for the idea. I believe
if you can tell a compelling enough story you’ll capture hearts and
minds, which then allows you to build a sound business plan.
Use it:
“The
value of an idea lies in the using of it”, Thomas Edison said. Once
you sell it, you need to do it. In the parlance of entrepreneurs, you
need to create a Minimum Viable Product. Then ask yourself, can it
scale?
Don't give up .
I’ve
heard no more than yes and I’ve seen people take negative feedback
and give up on an idea. Do you believe in your idea? Then keep going.
Find more people to share the idea, to bring it to life. Sometimes
the timing is wrong. The company is wrong. The boss is wrong. Hold
on. I just “sold” an idea that I’ve been incubating and selling
for SIX YEARS!
Here’s
closing inspiration for you. Far better than anything I can write is
this creative spot from our partners at BBDO. It didn’t fit in with
any specific campaign, but David Lubars believed in the idea... with
great results.
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