Three Ways To Turn a Creative Idea Into a Business Proposition
Posted: Monday, January 28, 2008
by Mary Campbell
Creative Life
Getting investors and support for your start-up business is tricky at the best of times, but when your project is innovative and outside the box it can be near-impossible. This was the experience of Judy and Michael Corbett who, in the early 1970's, had an idea for sustainable and child-friendly urban design. They imagined a place where rather than being isolated in big homes, smaller, solar-powered homes would leave enough land for community participation, and where the need for children to play, climb and explore would take priority over roads and cars.
But long before global warming and eco-design were catchphrases, the challenges that Judy and Michael must have faced in getting their idea off the ground are predictable.
Although much is made of the importance of hard work and passion, there is some danger in assuming that it is the only factor in success. There are literally thousands of good ideas that go to waste, despite coming from people who believe in them passionately and who work hard at them. It is a challenge to raise capital for a property development venture – let alone one that confronts the "way things are" and turns conventional practice on its head in the way the Village Homes project did. Aside from all of the normal business planning activities, therefore, getting a creative project off the ground can benefit from some a few extra strategies that reflect the particular context of a creative idea:
#1: Turn people into your champions by recognising their strengths
Creative ideas can come up for a lot of criticism:
- · "It's not possible"
- · "No-one would go for it"
- · "It would be too expensive"
- · "It wouldn't work".
- · "You'd look like an idiot"
- · "Its not the way things are done"
However, there is a difference between not giving up – and simply not bothering to listen. Although the delivery may not be ideal, people who criticise creative ideas can often have good insight into what needs to be done to refine them to a point of viability. As a general rule of thumb, the more powerful the objector, the greater the champion they can become when they believe in your idea.
An effective way of achieving this is to consider the ways you can utilise the strengths of your critics. Rather than dismissing people as "knowing nothing" just because they criticise your plans – invite them to tell you what they think would need to change for it to work and whether your idea can be developed to reflect the insights and strengths that your critic has to offer. A strengths-based approach invites people into your idea without backing them into a corner, and helps to build a sense ownership and commitment that sustains your idea beyond your own personal passions.
#2: Learn how to tell your story for different audiences.
The passion for a creative idea – particularly an idea designed to change the world - is often based in a social or ethical imperative. Village Homes, for example, came from a desire to ensure children had the freedom to play in close proximity to nature – not out of economic or other imperatives. However, in order to become reality the Corbett's had to be able to sell their idea to people with different types of values and understandings.
Consider all of the potential audiences that you will need on your side to make your idea happen. Depending on your idea, this might include bankers, researchers, builders, publishers, or professionals. Remember that at some point, you will need the support of people who won't automatically see the value in your idea. Regardless of what your key message is, do some research into the values that various audiences feel most affinity with and "package" your idea accordingly. Two of the more common ways in which you might need to package your idea include:
Its economic viability –
Your idea doesn't necessarily have to make money or profits, but you need to show how it has a positive economic impact. It is unlikely to get any support if people perceive its going to cost lots of money, without any measurable benefits.
Its cultural viability -
Too many good ideas don't get off the ground because they are seen as "too radical" and challenge cultural norms too dramatically. This is particularly a challenge for people seeking support from government and public institutions, and groups of professionals. While it is easy to criticise people who don't support an idea that is "radical" (even if it is "right"), it also needs to be kept in mind that many people depend on not rocking the boat for their livelihoods and their sense of security and belonging.
In selling to this type of audience, it can help to identify the factors which influence decision-making in the setting that they work in. Is it a particular piece of policy? Is it a particular tradition? Is it a specific objective? By demonstrating how your idea could contribute to this imperative – rather than undermining it - people will be much less likely to feel that your idea will "rock the boat" and will often be much more willing to help.
#3: Join a Business Network or an Ideas Bank
There is probably no more useful strategy for getting a creative idea up and running than to join a local business network. These networks obviously provide a ready forum for testing and developing support for any ideas – whether they are innovative or not.
However, is not uncommon for people with strongly creative ideas to feel uncomfortable or out of place in business networks – particularly those at the local level, which tend to be more conservative in nature. The trick with business networks is to use them as an opportunity to build on the two strategies described above. Business Angels come in many shapes and forms – and are not always financial benefactors. Local business networks are the perfect place for banging a creative idea into a shape that will withstand the challenges that a wider audience will throw at it.
The other (or additional) option is to join an ideas bank, or global problem-solving circle. These are popping up all over the internet and join together and provide a forum for people to share problem-solving challenges and to contribute innovative solutions. Most Idea Banks provide the opportunity for people to comment on and give feedback on the solutions proposed. These are very dynamic sites, and the best ones moderate their comments to ensure that feedback is always constructive.
The author of this article has no affiliation whatsover with Village Homes! Mary works with corporations, non-profit organisations and schools seeking to make a difference. She is also the author of the creative life website
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