By the Ocean
Clear 77 Degrees
5:31 a.m.
Humans pursue what they want.
They are less inclined to pursue what they need.
So if you have something that can help them, the work is to position it as something they want not something they need.
This is a silly game. And a necessary one. It’s called positioning. If you do it well, business is much easier.
“Want” is desire. Desire is emotion. Emotion is often irrational.
Yesterday, I had a weekly meeting with one of my Partner Program clients. Most of these meetings are about ideas. Big Ideas. Ideas that are full of emotional content. Creating them is what I do.
I’ve spent the last 20 years witnessing the power of big ideas. Big Ideas move people to act, to transform, to change their life, to reach for goals they didn’t know were possible. Big Ideas can transform a few words on a page into millions of dollars.
Most businesses aren’t limited because of their willingness to work, they are limited because of the quality and power of their ideas.
If the ideas you share with your prospective clients are boring, confused, muddled or unclear, nothing happens.
If the ideas are inspiring, empowering, exciting, bold and different, you have a much better chance.
This is where all of the A.I. Addicts are going to run into problems. A.I. doesn’t do ideas. Not new ideas. Not bold ideas. It does RECYCLED ideas. It takes an idea from Bob and smashes it together with an idea from Cindy. The result technically sounds smooth, but there is ZERO depth. It is lifeless. Which makes sense from a bot that’s not conscious and doesn’t understand MEANING.
For some reason, even dumb humans can feel this. It’s not a pleasant feeling. It’s like fasting for two days and then being told you can “feast” on a carrot. There’s nothing there to sustain you.
The tactics of business are changing quickly, the fundamentals have not changed.
Humans want things.
The work is to figure out how to be one of those things.