There’s a lot of talk going on in the marketing circles about The Big Idea.
The discussion is mostly about how to present whatever it is that you're doing in a novel and compelling way. Something that’ll entice more people to give you money.
But to me, the Big Idea has less to do with marketing or copywriting. And more to do with the mindset of “planning to dominate”.
Here’s how I look at it: Your Big Idea comes from the opportunities in your industry. It comes from you sitting down, taking a look at who you’re serving, and then, imagining what the future could be like without posing any limits to it.
I have a good friend, Richard Rossi. And he’s the poster child of what I’m talking about.
At some point in his career, Richard had the ultimate foresight to realize that there’s this thing called the Future Farmers of America… but there’s no such thing as the Future Physicians of America. (Spot the seed of the Big Idea right there.)
So he went on and started the National Congress of Future Physicians and Medical Scientists.
Fast forward to today, he’s doing huge events for aspiring physicians and medical scientists at the highest level every year. The attendance is astronomical (10,000 people per event!) and most of the speakers are Nobel Prize winners.
But it all started with that thinking of, ”How can I make this the biggest opportunity?”
Now, I’m not saying you should go on and start a Future [Whatever your niche] of America. What I’m saying is, whenever you’re thinking about your market, or you’re in the process of selecting a single target market… you should look at it through the goggles of “planning to dominate”. Really try and think of the best and the biggest possible outcome you can. There’s nothing stopping you from imagining your future at the highest level.
Really try and think of the best and the biggest possible outcome you can.
Planting these seeds, this long-term thinking about your business and the people you’re serving…
That’s the real conduit to your Big Idea.
And it’s going to drive everything else you do in your Before, During and After Unit.