One of the biggest blind spots in marketing is thinking of your audience in abstract terms. We forget that our audience is actually real, living people with emotions and needs and struggles. The more you design a story with empathy—imagining the everyday needs and interests, the inner conflicts of your audience—the better your chances that they will hear what you have to say.
By definition, an innovator is doing something that is new, different, or hasn’t existed before. As an innovator, the biggest challenge you’ll face is the doubt in other people’s minds—about who you are and what you’re selling. Why should we even trust you? To help cross this bridge, we need to understand where you come from. We love the underdog. We’re hard-wired for it. And we want to know how it all began.
You’re probably as fascinated with innovation as we are. Why do some mediocre ideas stick, while other world-changing ideas get lost in translation?