|
TACTICS FOR INNOVATION
How to introduce new ideas, services & products so people
will better accept them
By Joel Barker ("Mr. Paradigm"), as inspired by Prof.
James Bright
The following
was directly inspired by Joel Barker’s masterpiece video
program “Tactics of Innovation,” which can be ordered
at www.StarThrower.com or by calling (toll-free) 1-800-727-2344.
Joel’s 20-minute program is a fascinating and very entertaining
exploration of what I would call the optimal “success sequence”
for individuals or organizations who are introducing change (new
ideas, services, products) to increase the likelihood that they
will be accepted. It is among my most highly recommended video
programs, and comes with a comprehensive workbook and thoughtful
pocket reminder cards.
These tactics
are not traditional salesmanship steps or clever marketing.
By determining how well their innovation fits the end users (customers)
needs and how compatible it is with what the customer is already
doing or using, the innovator can design their innovation and
message to substantially increase their chances of success.
KEY POINTS:
An INVENTION is the creation of a new idea. An INNOVATION is
the introduction of that idea to its users. In the process
of inventing, it’s the inventor's ideas, experience and insight
that are important. In innovation (the introduction of the
invention to others) it's the user that becomes important. The
innovator must tailor his presentation to his audience if he wishes
to succeed.
–In times
of crisis, change is more readily accepted. –Never underestimate
the power of social climate (values/behaviors that prevail in
our culture at a particular time.) -If the customers/users change,
you must reconsider your tactics. –Design your ideas, services
and products with these tactics in mind; these concepts are not
an "add on." Applying them from the beginning forces
you to think about the potential adopter while developing your
innovation. Such a disciplined approach will help pave the way
for the acceptance of your new idea, service or product.
Key questions
to ask to increase your probability of success
1. Upside,
YES? (Is there a perceived advantage to/for the user?)
2. Downside,
NO? (Are the consequences minimal if what you’re
offering fails?)
(Important:
If you haven't met the first two tactics, it makes no sense to
go further, because you haven't given the customer/user a reason
to change. If the potential user won't benefit from your innovation,
or if adopting the innovation means accepting substantial or excess
risk, you have to stop and ask yourself, "Why am I trying
to get this idea accepted in the first place?")
3. Seemingly
Simple? (Is it easy for the user to understand, to “wrap
their mind around?”)
4. Small
Steps? (Is your new idea/change implemented through small
steps/increments?)
5. Clear
Message? (Is your communication/language clear & familiar
to the user?)
6. Compatible
Fit? (Will it feel familiar to what the user currently experiences?)
7. Credible
Messenger? (Is the presenter (you) believable & credible
to the user?
If not, best to align yourself w/ better known/credible person/organization)
8. Reliable
Performance? (The Reliability/TRUST Factor: Will it work dependably?)
9. Easy
In? (Relative costliness: How easy/inexpensive is it for the
user to try/test it?)
10. Easy
Out? (Reversibility: How easy is it for the user to get out
if they want to?)
|
