Innovation: The right way and the wrong wayWritten by Tom Richard | | firstname.lastname@example.org
Earl Nightingale said, “The only people who make money work at the mint.” The rest of us need to earn money by providing service.
You want to make more money with your business and you understand that making the big money requires you to innovate. However, there is a right way to innovate and there is a wrong way to innovate.
The difference between the right way and the wrong way starts with the mind set you have as you approach innovation. If you have the mind set that you are going to create some type of “system” that allows you to “flip a switch” and start making money instantly, then you are starting from the wrong place.
There are no marketing systems that “make money,” but there are innovative ways to create and provide more and better service for your clients. As you search for ways to innovate your business, you must make sure that you are approaching the challenge with the mind set, “How can I provide my clients more of what they want?”
Before you can provide your clients more of what they want, you must first determine what your clients want. The best and fastest way to figure out what your customers love about you is to ask them.
Three times in the past two weeks, I have had customers call me and ask for my evaluation of their “big ideas.” All three people had new systems that completely removed themselves from direct contact with their customers, and all three people were destined to fail. Why? They were ignoring what their customers wanted from them.
The three people I talked with all cited that their customers loved being able to talk with them on a regular basis; yet, all three were trying to “innovate” by removing themselves from direct contact with their customers.
If your ideal customers love the contact they have with you, then your innovation needs to be able to enhance your customers’ connection with you. If your customers love how you come up with new ideas on a regular basis, then your innovation needs to be able to focus on how you are going to be able to generate (and communicate) your new ideas.
Start your innovation process by identifying what makes you unique. What can you add or change about your business that will enhance the service you are providing to your clients? When you increase your ability to serve people through innovation, you will always receive additional compensation in direct proportion to the level of service you are providing.
Stop when you find yourself focusing on the money first and foremost. The money will come when you enhance your service and when you innovate the value you are providing. The business model and marketing system will come after you innovate your service, after you find new ways to delight your customers and after you discover what your customers want to respond to.
This requires you to stop falling in love with your ideas and, instead, fall in love with your service. You are not ignoring the money or the systemization of your methods — you are finally thinking correctly.
List your top five customers. Ask yourself what they love about you. Keep the list next to you at all times. As you review your list, ask yourself how you can enhance these qualities and values. How are you going to innovate your business to amplify these core qualities of yours? This is how you start the process of innovation — not by listening to an infomercial marketer who is doing nothing more than tapping into your desire to “get rich quickly.” True riches come only when you enrich the lives of others. This will happen much faster than with a scheme you pay $300 for online or by phone.
For some easy ways to innovate your business, visit www.boltfromtheblue.com and enter INNOVATE in the blueprint box.
Tom Richard is a Toledo-based sales and marketing consultant, keynote speaker and owner of Bolt from the Blue direct response advertising. For more information, visit www.BoltFromTheBlue.com or call (419) 441-1005.
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