About Vickie Sullivan
Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.
Written by: Vickie Sullivan | July 27, 2017
How to Generate Excitement for a New Idea
It’s hard enough to get attention for something everyone already knows about. When it’s a brand-new idea, it’s a hundred times harder.
A recent Fast Company article—Why $200 Adult Security Blankets Are a Stroke of Genius—has some help for us, though. It outlines a good roadmap for creating excitement for an idea folks haven’t heard of yet.
Look past the focus on product startups. This article is really about using “magic beans”—solving a problem without a lot of hassle—to drive excitement and sales.
Here are some ideas we thought leaders can use:
• Take advantage of market awareness. In this example, Gravity uses current research on stress and anxiety. Lesson: Stop explaining what you don’t have to. Use that precious attention time to create empathy (and a great story).
Listen: How to position “magic beans”
• The platform makes a difference. I agree with the author that Kickstarter changed the game. A key question for thought leaders, then: What dynamics out there give you an opening? Is there a place you can showcase your magic beans?
Other Resources You May Like:
- How Ideas Catch Fire
- 2 Branding Trends from Politics
- Your Position of Power: Packaging Your Expertise for High-Fee Markets