There are far too many good ideas out there suffering at the hands of bad representatives. Sure, they’re well intentioned, they have dreams of growing a business and helping people, but when it comes to understanding how their target demographics perceive their ideas—they’re in the dark. And as a result, their good ideas never gain any traction. This disconnect is exactly why our agency exists.
You could call our work “perception management.” We’re always on the hunt for the next good idea to help… To improve how people understand what you’re doing—and most importantly why you’re doing it. “Perception management” can of course be used for ill, and that’s where our ethics need to kick in.
For us to agree to help an idea, it has to be good in every sense of the word.
The adjective “good” requires the idea to be something desired or approved of. It has to be clever. It has to be intellectually stimulating. It has to be a sustainable, scalable, profitable idea. It has to be an idea that has you saying, “Wow, that’s a good idea—I wish I thought of that.”
The noun “good” requires the idea to be something that is morally right, as well as something that benefits someone or something other than the originator. There are plenty of clever, profitable ideas that don’t benefit the world… like Ponzi schemes for example. Now more than ever, business ideas must be inherently “good” to appeal to today’s consumers. It has to somehow make the world a better place. It has to be solving a clear problem in the world. It has to be an idea that has you saying, “Wow, that’s a good idea—I’m glad that exists.”
An idea can be good (adjective) while not being very good (noun). And vice versa. A truly good idea must check both boxes. And those are the people we want to work with. Those are the ideas that deserve to have nothing standing in their way. Those are the ideas that deserve to be household names and have truly great reputations.
The faster someone understands your good idea, the more likely they are to remember it and share it with others. If someone understands your good idea right away, they’ll feel delight, and they’ll want to share that delight with others.
“This organization teaches kids with disabilities how to surf.”
“These people are researching the BCG vaccine to cure Type 1 Diabetes.”
“This company makes soup that supports urban agriculture.”
The faster you understand the good idea, the faster it will spread. As business leaders, we need to spend less time crafting bloated mission statements with all the right buzz-words and spend more time sharing very “shareable” value propositions.
Maybe you’re an entrepreneur with a new idea that needs help articulating, distilling and crafting a succinct “why” statement. Maybe you’re in upper-management for a big business that has become confused over the years and needs some fresh clarity. Maybe you’re the Executive Director of a non-profit that is in desperate need of change.
Here’s my advice—Ask yourself these two questions.
Is my idea good?
Is my idea good?
If the answers are yes, today’s consumers will happily share your idea for you, without the need for expensive advertising campaigns and annoying marketing tactics.
If the answers are yes, you won’t be lacking for intelligent, motivated, compassionate people who want to be by your side as you build this thing.
If the answers are yes, your idea is worth fighting for and we’d love for you to give us a call.