This blog post is a follow-up to episodes 2 and 3 of Ideas & Insights, where I spoke about game changing ideas, products and services. If you want a bit of context to this post, please refer to those episodes.
So what’s the real secret to a “game changing” idea?
In short, look for things in areas that are completely opposite to what large companies are doing or what has already taken hold in the mass market.
Things that have already taken hold in the mass market were invented many years ago and it has taken years for these things to gain traction. They have become mature in the marketplace and already have an established brand and value proposition.
So if you look to create the same stuff – by the time you are ready to compete with things already on the market in 2-3 years time – the market will have moved on. You will also have to spend an enormous amount of cash on sales and marketing to educate and convert customers.
You should look to focus on areas opposite to established products and services. This could mean actual products themselves, value propositions, target customers, marketing channels and methods of distribution. You need to find something that gives you a clear competitive advantage in your target customers eyes.
The way to do this is by not trying to make something or make money in the exact same way everyone is. This doesn’t mean don’t learn best practices from established companies. In terms of a game changing idea, it means don’t think you can make the same thing as them but just be a little better.
Look at the exact opposite of what everyone else is doing and you begin at the extremely and awesomely creative new products and services. Then you can talk with customers and test your ideas to bring them back to what the mass market will need in 2-3 years time.
That’s how game changers get started.