Thereâ€™s the pressure of creating a fresh, interesting and new idea. You canâ€™t just reach into a magic hat and pull that perfect idea out. Sitting and waiting around for that genius to strike doesnâ€™t seem action-oriented enough for you. Youâ€™re ready to get started on whatâ€™s next… but you need the idea to begin with, plus the insurance and assurance that itâ€™s a good one.
Then thereâ€™s the danger of introducing fresh ideas into your brand. Youâ€™ve worked long and hard to build your brand and nurture your fans and clients. So, naturally, youâ€™re worried that youâ€™ll come up with an idea thatâ€™s fresh, exciting, new and different, pour your heart and soul into developing it, and do all the incredible work behind getting that idea out into the world… and after all of that, your clients and fans wonâ€™t like it.
That they might freak out. What if they donâ€™t like the idea you worked so hard on? Wouldnâ€™t it be terrible if clients who were going to hire you decide, based on your new idea, not to?
Or, worse yet, that your chatty, happy and engaged clients and fans clam up, withdraw and become uninterested and disengaged. Clearly the opposite of what youâ€™re looking for, and a sure sign that youâ€™re on the wrong track.
Why are new ideas so tricky?
Introducing new ideas takes a special mix of ingenuity, bravery and finesse.
Hereâ€™s how they work together:
The ingenuity to generate an idea – OK, this is more like â€œa bunch of new ideasâ€â€¦ so you can have the freedom to create a bucket full of many less-fantastic ideas on the way to one fresh, new, interesting idea. And then you need the foresight, common sense and client-understanding to sort out the good from the not-so-good ideas.
The bravery to launch that idea and incorporate it into your brand and marketing. After all, your brand is precious and youâ€™ve worked hard to build it. Launching a new thing can be both exciting and scary â€“ exciting because youâ€™re proud of your new idea and can see the possibility in it, and scary because youâ€™re not quite sure how your clients and contacts will react to it. You can cut down on the scariness by selecting a few of your clients and unveiling the idea early, to see how they feel about it and what questions they have. That way, you can fine-tune your idea with their input, to make it make the most sense and impact possible.
The finesse to introduce the idea to your clients in a way that doesnâ€™t freak them out. This is the part that takes the most discipline. You have to roll out your idea in a way that brings your clients along with you and your excitement over it â€“ instead of making them slam on the brakes. That means keeping them comfortable before, during and after your launch â€“ and letting them know whether this is a whole new direction or if youâ€™re still offering the things theyâ€™ve gotten used to.
When you bring ingenuity, bravery and finesse along on your quest for new ideas, youâ€™ll find yourself creating the kind of innovative, interesting and engaging ideas that keep your clients coming back for more.