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The Idea Obsession

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Do you have a fantastic business idea?

Why do so many efforts to engage ‘would be’ entrepreneurs start with this question?

My ideal client would answer with a resounding ‘No!’ to this question.

I want clients to be hungry and passionate about trying something new- but they definitely do not have to have a fantastic business idea.

Or even any ideas at all.

The ideas are the easy bit.

And the truth is that most new businesses are not built around some fantastically original idea but are a variation on an already proven theme.

So my ideal client has not yet found the idea that they want to turn into a business.  This way I get the chance to shape the process that they use for developing and evaluating ideas.

The alternative – a client who has what they think is a great business idea – even though they have not really thought about either the marketplace or the industry is a much more difficult proposition to work with.

However most of the enterprise support programmes that I see are based on an assumption that the client has an idea and we just need to help them work it up.

Is your service designed to help the client who has not yet got a fantastic business idea – or any ideas at all?

The E-Factor

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Had a great morning yesterday when I got to meet some of the team responsible for the development of the LEGI programme in North East Lincolnshire – and got to enjoy the splendour of Cleethorpes!

So what impressed me about the e-factor approach?

  • The enthusiasm and belief about what could be achieved in North East Lincolnshire
  • The commitment to real outreach work (facilitating an understanding of enterprise rather than trying to sell services and facilities)
  • A commitment to develop the demand for enterprise services before investing in too much infrastructure (an ambitious property development programme is underway – but only after the outreach and adviser teams have already got some hungry and ambitious clients)
  • The functional, astute and prosaic approach to developing property – this is about affordability, commerciality, sustainability and flexibility – not about signature buildings and grand statements
  • The close integration of all parts of the delivery team – most of the key staff work for a single social enterprise.  They share an office and have a close commitment to, and history with the communities they serve
  • There is a real sense of ‘shared destiny’ across the various strands of project development – a real recognition of how success in all aspects will be critical to the success of the project as a whole
  • Some really great case studies of significant progress already made to transform the lives of clients – these will provide a strong platform for developing an excellent reputation where it matters – in target communities.

Big thanks to Charlotte, Tony, Matt and Paul for spending  time with me. I am really interested to see how things develop in North East Lincolnshire.

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More on Self Belief

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Some more ideas for helping people to develop self belief and confidence.

Encourage your client to spend more time with positive people

Ask them to consider carefully who they choose to spend time with – and ask them whether they are supportive, helpful and positive or whether they are hindering. What sorts of things do they talk about? What sorts of things do they do? Is it time to think about spending more time with more positive people?

Teach the concept of ‘giving sanction’

Giving sanction means choosing carefully which messages you are going to value and act upon and which messages you are going to ignore.   Psychologists have shown that we are good at taking notice of information that fits with our world view.  If we believe that we are not very good at something we will filter out messages that suggest we are doing OK or getting better.  Conversely if we believe we are good at something we will filter out messages that suggest we are not doing so well.

Develop affirmations that are credible

An affirmation is a carefully formatted statement that asserts that something is true.  ‘I am getting better at making my pitch’ is an example of an affirmation.  So is ‘I am making real progress on developing my business’.

Now I am not saying that it is all about managing our own internal conversations and beliefs.  Clearly this is only one part of the challenge.  But it is important.  Please don’t underestimate how hard it can be to help clients to develop more positive and optimistic thinking patterns.  Often the old negative patterns will have been grooved for years.  Before you can make any real difference you will have to establish a pretty strong relationship with the client.

However I don’t many many pessimistic people who have made the transition to self employment or entrepreneurship (although I do know a few who have become pessimistic as a result!).  So grooving positive thinking seems to be an important skill for the enterprise coach.

“I will not let anyone walk through my mind with their dirty feet.” – Mahatma Gandhi

Tumbleweed Moments

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[youtube=http://www.youtube.com/watch?v=CEl5k3Tzedc]

We might be moaning about the leaves that blow into the garden – but at least we don’t have 6 ft of tumbleweed to clear away.

But here is what enterprising Idahoans get to do with their problem – sell it over the internet at $16 a pop plus postage!

Can you imagine the conversation with the business adviser?

“I’ve got this idea for a business…you know that tumbleweed that blows all over the prairie…well I am going to sell it to posh shops to use in window displays and as the perfect present for the person with no sense of humour.  I think I can make a killing….”

For more business ideas that ‘just won’t work’ (except that they do) – click here.

Marketing Enterprise 5th December, London

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A one day workshop looking at strategies and techniques for marketing enterprise projects.

Using both the Change Cycle of Prochaska and DiClemente and the Enterprise Coaching Model this one day workshop will help you to develop ways of marketing enterprise programmes.

The day will focus on marketing enterprise in communities with lower than usual levels of enterprise.

  • Developing Collateral (that might just work)
  • Working with Gatekeepers
  • Building Word of Mouth Strategies

Workshop costs £299 plus VAT.

Super output areas and other ‘deprived’ communities are dominated by a psychology of poverty.

  • Poverty of aspiration
  • Poverty of belief and
  • Poverty of opportunity.

Only by understanding the psychology of the groups and individuals with whom we want to work and by developing focused social marketing strategies are we likely to receive an invitation to do our work.

Marketing in poor communities is different.

It needs a different approach.

You Will Learn:

  • What is Social Marketing and Why it Matters to Enterprise Professionals
  • Developing Marketing Collateral that Might Just Work
  • Learning from Current Practice
  • Developing Market Segments that Work
  • Strangers, Prospects and Customers
  • How to Build a Word of Mouth Strategy
  • Using Gatekeepers to Reach the Market

Who Should Attend?

  • Enterprise coaches, advisers and other enterprise professionals seeking to work with ‘hard to reach’ communities
  • Marketeers and PR professionals charged with promoting enterprise services and project
  • Anyone who is seeking to ‘engage’ a community in enterprise