Making something that wasn’t there, there. That’s the name of the game, and it requires a certain amount of understanding abut energy as well as economics to fully appreciate and do in an innovative, life-enhancing and life-supporting way.
Market Forces of Supply x Demand
A business only happens if it is supplying a demand. We choose what demand to supply based on our own individual and personal “Why,” the piece I speak of a lot in my videos on Facebook, and then there’s also the question of “How” we supply that demand.
We can simply perceive a demand, such as a demand for food, and get into the agriculture business to supply that demand. So there’s a demand for piano teachers, and we go teach piano. There’s a demand for makeup, we create makeup. There’s a demand for toys, we sell toys. However, this way of approaching business is often lacking in that special quality that is about literally creating something that wasn’t there before. Grocery stores, for instance, is a more creative and innovate way to supply the demand for food in response to urbanisation, compared to growing food.
The most incredible businesses, the ones that we consider genius that have really made something new happen have always done it by innovating a supply to a demand. For instance, take Henry Ford. He said that if he asked people what they wanted, they would have said “faster horses.” But he created a way for the car to be available to the the masses instead. Same thing with Steve Jobs. He said that if he asked people what they need from a calculator, they would never be able to come up with “computer.” Cars and computers supply our demands in ways we didn’t even know were possible. And this is how things that weren’t there “become” there. It’s the evolution of our industries and economics.
That’s why it’s important to pay attention, and think about what we can do to create supply to meet demand in ways that are valuable.
Even if your business is supplying a very basic demand, when you do the Core Vision and Impact Strategy work, you will find ways to shift your perspective in order to create and innovate greater value in the industry. This is where unique selling propositions come from; they don’t come from trying to be fancy, they come from something very deep.
It Does Take Time
However one caveat to this is that it can take a lot more time. It can be a slow race. Apple was small compared to its competitors to begin with, and it was likely the only computer company at its time that was that obsessed with design. I would imagine it would have taken a while to get people used to the idea of taking cars to places over that of riding horses as well.
So you won’t have evidence for a while, and that’s the way it’s meant to be. The thing is that’s it – it wasn’t there before, that’s why you’re a unique business. And that means there won’t be proof about its viability immediately. But if you’re smart and do impact strategy work, you’ll have clues. It will show you where your path is, and you can build with better direction, course correcting as you go along. That’s much more valuable and important than doing all of this by copying someone else’s model or creating something that’s already there, doesn’t excite you, and requires to compete with what’s already there.
Get excited about what you’re putting out there and hold the faith of it being created because if it’s really exciting to you, it shouldn’t be something that’s already there. The way to do this is of course being in alignment with it, but then doing the marketing work, the Core Vision and Impact Strategy work. Core Vision = the vision you’re building. Impact Strategy = strategic actions to translate that vision into words and meaning that the right audience can resonate with.
Personally, it excites me to see things that are constantly innovative and I love doing Core Vision and Impact Strategy work on businesses that are seeking to create greater value. Even a very established business can begin to shift what it’s been doing and create marketing in a way that is really about the customers and the clients, about the lives you will impact.
It may take some time, but so what? What’s more important is that we keep coming up with the new, and making it viable through the work that we do.
Hold the faith and only do and create what you believe in! It may start out being kind of weird and it may take a few tries to get right. It eventually is worth it, and as long as your intention stays positive, you’ll make great things happen.
Just to be SUPER CLEAR, this is not a case for not doing market research. As you can clearly see in my services, I actually do market research for my clients. It’s a case for doing market research after you’ve gained clarity on the vision you’d like to make reality.