Our Innovation Template
This template is extracted from the "Connection-making with Prospects: Branding and Positioning" course. Here, we'll cover what innovation is, what value is, what experience is, what you emotionally sell, and how they all work together to simplify the task of explaining our business value.
TLDR: The focus isn't on selling. It's on solving. Solving sells.
Templates in this series
In many conversations with venture capitalists, and in reading blogs and other articles written by them, they say that "ideas as meaningless." And, honestly, they're right.
An idea is simply a day dream.
Innovation, on the other hand, is applying an idea to someone's status quo to make a change that's beneficial. An innovation helps someone accomplish something that they want to accomplish in their lives or business.
Realization: The value of anything you do is in its capability to help people make progress on their problems.
If it doesn't help them change their status quo, then, it's not an innovation.
When we think of the word innovation, most people think this means some sort of technology.
It can be, yes. But, it also can be a system, a process, a way of doing things. It's not tied to tech, though often you will feel like it is. But, honestly, it's a synonym for "new."
Innovations can be mundane. They just have to be something new. An innovation can be something as simple as someone not doing it themselves. The innovation is that you don't have to do it at all.
Innovations can be something new that doesn't even change the physical properties of something—they can be selling an emotional benefit. This is still new. It helps a person accomplish an emotional objective. And, thus, can be an innovation.
Realization: People must have had a struggle, and this struggle creates a desire to make a change to their status quo.
The first part of the value is that a person must want it. It's not valuable if they don't, at least in part, want it.
They must have some desire to make a change to their situation. You can't sell seeds to a person sitting on a stack of seeds. You can't sell a big meal to a person that just had a big meal. Timing is important. Situation is important. Context is important. Things that are valuable only in particular situations.
Most times, they must have a struggle. A feeling that this is hard. Or they're not getting what they want. People generally don't make changes to their status quo from a place of "this is great." They only do from a place of "this could be improved."
This desire to make a change must be greater than the pain of switching. If the benefits are the same as what I have now, it's kinda meh. And, no one bothers for meh. It's not that things have to be a deal—the benefit to them must be worth the cost of switching.
Desire creates urgency. Urgency creates action. No desire. No action.