So you got in idea, but why does it matter?

Back in the Ye Olde Times

For many years, products and ideas have spread to the masses. I can imagine back thousands of years ago, ideas were exchanged at common meeting places. Goats and sheep were traded for gold coins and promissory notes. Respect of personal liberties and freedom were the products of the Revolutionary Era.

The Industrial revolution brought the greatest machinery and technological innovation of its time. The inventions of the time (telegraph, cotton gin, photograph, etc.) sold based on the features. The most common medium of choice was word of mouth. The masses bought into the features (what your product could do).

Today

The Internet has given way to so much access to information. Consumers look your company revenues, features, and stock information up with the help of a search engine, Google. In short, your potential customers know your idea/product before it even leaves your mind. What does this mean?

The power of sales no longer lies in the number of advertisements and product features

Product marketing has less to do with 5 posts a day about how your product works on Instagram and more to do with the intrinsic value you bring to consumers’ lifestyle and more importantly…why you care so much about this idea.

As anybody with an idea or product on the market, you should manage to answer 3 questions with every consumer/audience interaction:

• Who are you? — What is the DNA of your company? What does the name mean? What is your culture like? What do you identify with? What don’t identify with? If your idea was a person, what personality traits would it possess?
• What do you do? — BEWARE-This is not the moment to put your beloved list of features. Keep It Simple Sweetheart(Stupid).
• Why does this all matter? — This is part is straightforward.

People Don’t Care

The market doesn’t care about your product your idea until you make them care. There’s so much noise in the market that people have began to build a unconscious filter. The filter weeds out all the fake and searches for those real people, ideas and products that bring them value.

People buy into an idea or product makes them a better(or cooler) person, makes life easier, or saves them money. With the access to information and overuse design and marketing strategies, there is a lot of noise in the marketplace. As a result, people only look for why does your company and product matter.

The biggest mistake companies is saying the reason why is because “we are the best in the industry” or “we are passionate”. Being the best is a result of more coherent series of decisions. Saying that you are passionate is not enough either. If people purely bought into passion line, we would all be rich and having a merry ole’ time.

Be passionate. Don’t just say in order to inspire action

For years, I wondered why Apple had been so successful. A video that I watch every now then called How Great Leaders Inspire Action, by a living legend, Simon Sinek. In the video, Sinek speaks of the Golden Circle.

In this visual diagram, it outlines the foundation of ideas and products: What, How, and Why. Every person and organization that rallies around an idea understands what they are doing. Some understand the process that it takes to get to the finished product. But how often do businesses slow down to understand what made them come up with the idea? Who were you thinking about when you thought of this? What about this makes life just a drop more easy to live? Why do you think that people should pay attention?

Conclusion

Life is moving faster and information is disseminated wider. The only way to keep up is to rise above the noise. For your audience to sing the praises of your product, they must make an emotional connection to it. So before sending your product to market or taking your idea to the masses, ask yourself: why does this matter?

You: “So how do I do that?”

Me: “Stay tuned and find out.”

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