Have you noticed how you live life and then suddenly one day you notice “something”, seemingly for the first time? Then after noticing that “something”, it seems to be hounding you – they just suddenly appear everywhere?
One of the best examples is the emergency exit sign at the movies. Amazing how an illuminated red/green sign in a dark room just goes unnoticed. Think back to the last film you watched and see if you recall where the emergency exit was? Yes it was there, law requires it be there and clearly visible too!! You probably even left through the emergency door afterwards.
So what does this have to do with business? It occurred to me that many entrepreneurs start something that they identify as missing, flawed or incomplete. The fact that they are able to vision this means that they have a concern for this need and that is why they can notice it. This is good from the point of visioning, but it will also prove very difficult to get investors, partners and consumers interested until they too can see the need.
For big organizations they put their new products in front of us through marketing and advertising and telling us the story of the possibilities the new product will create for us. This gets it quickly adopted and widely noticed. For the entrepreneur it is a far longer and slower process. In the same way a salesman looks at his prospects and tries to convert as many to sales, the entrepreneur must maximize every interaction to ensure that the listener leaves with a clear vision of this product’s need, and the space of possibilities it will create once in the world.
Once your listener can notice, they too will suddenly feel like they are being hounded by the opportunities for your product – and they too will then unconsciously become your speaker. This is important from a promotional point of view but more important in drawing in interested parties to build your products network.
Make sure you produce the vision every time in your listener, because that is where you will get the most powerful interaction, these listeners will see the exit signs like the fire alarm was ringing. If the listener leaves with a blurred vision, they will not notice that exit sign but take the exit!This article was contributed by Guy Ralfe, co-founder of Active Garage and co-author of the upcoming book ProjectManagementTweets. You can follow Guy on Twitter at gralfe.