Jean publishes a blog called the Enterprise Corner. It features articles on entrepreneurship, local industry trends, manufacturing news and periodic ‘toolbox’ articles showcasing assistance, incentives and other resources for local businesses.
You may have the greatest idea in the world, but can you convince your customers why they should care about it? What makes it SO unique and different that they will choose it over your competition? These questions should be continually top-of-mind if you are pursuing a new business, idea or product. We recently held an in-depth training workshop for entrepreneurs and inventors on how to refine their ideas and products and to examine what the value is or why people should care. The workshop utilizes a training program called Eureka Winning Ways, developed by entrepreneur Doug Hall.
The biggest take-away I got was, "why should I care"? Whether it's from a customer, investor or employee, you need to be able to answer this in a clear, precise way. (Hall recommends two sentences or less.) Other potential questions you should be prepared to address are, "What is so much better that I would want to buy, use or invest in it, compared to the competition? What if it costs more, how are you going to convince buyers that it's so much more superior? What's in it for me, the customer?"
Think in terms of real value or why it would be important to a client or customer, for example, it saves time, money, does something better than anything out there. Just saying it's cheaper than the competition isn't necessarily going to change someone's mind. But, if it's cheaper and works better in half the time, now you've got my attention.