Push marketing is such hard work. The problem is, many entrepreneurs start off as inventors. They want to create something, and they’re convinced that if they create the right something, the world will beat a path to their door. But more often than not, when we work with our clients to try out inventions that have been developed in a workshop or a lab, with little customer consultation, customers just aren’t interested.
“Explain it to them!” say the inventors. But in the wise words of a former colleague, sometimes, “Someone’s gotta tell them the baby’s ugly.” We’re very much in favour of inventors getting up close and personal with prospective customers from the very start of the process. Leading entrepreneurship thinkers like Steve Blank have shown repeatedly that this is the most reliable way to come up with a product or solution that is both needed, and wanted. So what’s our role? Shouldn’t the inventors just “get out of the building” (Blank’s words) and talk to these prospective customers?
The truth is, this works very well for some entrepreneurs or inventors. It’s the most direct, useful method for individuals or teams who are open to hearing both positive and negative feedback about their ideas. In our experience, there are two places where the process usually breaks down. The first is that the inventors need someone to help them hear the bad news because it is such a game-changer that it seems their idea won’t work at all. This is a tough yet defining moment. They can give up, or they can find another idea that is more creative or interesting. At this point, having a facilitator, thought-leader, or ideation mentor can help them come up with options that avoid the pitfalls of the original invention. The second break-point is that they receive the message about what part of their idea doesn’t work, but just can’t seem to figure out how to get there. In that case, taking a new approach from traditional brainstorming, such as using an Innovation Game to answer their question, can help them get back on track and re-energize their commitment to their invention. Because really, who doesn’t like to throw a little fun in with their work?
So stop pushing your customer around, and look for ways to give them what they want. It might not be easy, but it is most definitely easier than making them take something they never really wanted in the first place.
Megann and Steve