"'Whom are you?' he asked, for he had attended business college." - George Ade
A must read for all copywriters
100 Ways to Kill a Concept: Why Most Ideas Get Shot Down
by Michael Iva, world renown new product launch specialist
Everyone has ideas. “Cogito Ergo Sum.” (I think, therefore I am.) ~Rene Descartes~ But then what?
For some, it is enough to have the idea. But most people aren’t satisfied by the mere act of thinking. Instead, they want to put those ideas to work. So, next they need to persuade someone else to embrace their newfound ideas in order for those ideas to be accepted and become a reality.
Businesses persuade customers, bosses persuade employees, politicians persuade citizens, men persuade women, mothers persuade fathers, wives persuade husbands, children persuade parents . . . or vice versa. In turn, corporations and governments and colleagues and friends and siblings persuade each other. And sometimes, people just have to convince themselves.
At some level, every human is involved in the generation of ideas and then the solicitation of those ideas. Most of the time, somewhere along the way, a person’s idea gets changed before their concept transaction is completed.
Sometimes their concept lives and evolves, but more often it dies. Once a concept is conceived, persuading someone else to buy into that concept usually causes any of the following circumstances to happen (particularly in business, marketing & sales, the arts, science, government, and any entrepreneurial venture) . . .
1. The boss won’t go for that.
2. The lawyers won’t go for that.
3. The accountants won’t go for that.
4. The client won’t go for that.
5. The salespeople won’t go for that.
6. The investors won’t go for that.
7. So and so won’t like it.
8. It’s not us.
9. It won’t fit into our system.
10. We’re not ready for that yet.
11. I don’t think it will work.
12. I don’t understand.
13. Do you understand?
14. Will anyone understand?
15. What will they think of next?
16. It's politically incorrect.
17. It’s too complicated.
18. It's too late for that now.
19. It's too expensive.
20. We’ll lose money.
21. Why?
22. What!?
23. Who says?
24. Nobody will want that.
25. Where are you coming from?
26. It can’t be done.
27. Have the committee review it.
28. Let’s do more research.
29. Let’s take a vote on it.
30. Let’s play devil’s advocate.
31. I’ve never heard of such a thing.
32. We’ve already tried that.
33. That’s been done before.
34. It’s not how we do things here.
35. We’ve never done anything like that.
36. We’ll get back to you.
37. That’s a subject for another meeting.
38. It creates more problems than it solves.
39. Sounds like too many problems.
40. That only solves some of the problems.
41. That's going to cause problems.
42. Here we go again.
43. That's unique, but . . .
44. Very interesting, but . . .
45. I understand, but . . .
46. I love it, but . . .
47. Great idea, but . . .
48. Yes, but . . .
49. Sounds simple, but . . .
50. But . . .
51. It’s just not for us.
52. Try again.
53. That sucks.
54. Needs more pizzazz!
55. I don’t like it.
56. Have you thought it through?
57. It won’t sell.
58. Maybe next time.
59. Another day.
60. What are people going to say?
61. People will think we’re nuts!
62. That’s BS.
63. Be realistic.
64. How about this instead?
65. Get a grip!
66. Are you serious?
67. That turns me off!
68. The client is too liberal for that.
69. The client is too conservative for that.
70. What else do you have?
71. So!
72. So what?
73. Oh . . .
74. Oh?
75. Oh, really!
76. Get real, it’s not feasible.
77. Sounds crazy!
78. Nobody does that.
79. Are you kidding me?
80. That’s too off the wall.
81. You can’t argue with success.
82. You can’t fight City Hall.
83. We don’t have time to do it.
84. Let’s not reach beyond our grasp.
85. We’re overextended already.
86. Let’s wait 'til we see the numbers.
87. You’re proposing what?
88. Let’s not rock the boat.
89. Silence.
90. Laughter.
91. Boos.
92. Where did that come from?
93. I’ve got a better idea.
94. Hey, there’s a recession going on.
95. No one has ever done anything like that before.
96. The press will kill us.
97. That’s not your decision to make.
98. We’ll step on too many toes.
99. Just leave it to me; I’ll take care of it.
100. You could lose your job for that . . .
. . . What people really mean to say, but would never openly admit, is…they are innately AFRAID. Afraid of anything that is new, improved, unique, different, and/or better (anything that acts like a catalyst for change) and/or things they are not familiar with and/or anything that annoys, threatens, or harms their ego, status, power, or livelihood.
Because of their fear, it is so much easier for most people to say 'NO', rather than 'yes' to your concept. It is understandable that they want to fix it, or change it, or add to it, or subtract from it, or water it down, or make it less simple-direct-and-to-the-point, or put their own imprint on it, or try to make it more conventional, or more familiar, or more safe, or just keep the status quo. People are afraid of evolution, replacements, substitutes, anything that interferes with their past loyalties or modus operandi, or encroaches on their self, special or vested interest, or forces them to give up the bird in their hand for the (different) bird in the bush.
It is also reassuring for some people to take the daring part out of a concept and grind the rough edges, then sandpaper it to death. Oscar Wilde put it this way: “A concept that isn't dangerous is hardly worth calling a concept at all.” It is often the shocking part, the frightening part, the unknown element, the element of risk, which makes a great new concept in the first place.
(Not only do these symptoms apply to the influence others have on your ideas, but also the influence you exert over your own ideas, when ‘idea-suicide’ caused by your own self-doubts and insecurities influence your decisions about your own ideas that guide and form your life.)
When it comes to generating great concepts, and then selling those concepts to whomever so they are acted upon and happen, here are key interrelated principles you need to consider and utilize:..............
...............CHECK OUT THE LAST HALF OF MICHAEL IVA'S NEW MANIFESTO -- NOW AVAILABLE at the links below:
A must read for every creative or idea person.
DOWN LOAD your FREE PDF here http://www.changethis.com/32.04.100WaysKillConcept
PASS ALONG a free copy to all your friends here http://www.changethis.com/32.04.100WaysKillConcept/email
"In life, we get by giving." -Michael Iva
This is my gift to any here smart enough to read it carefully five times and understand the power of the insights they just received.
Iva's insights will provide you with an awareness of the sales dynamics involved that give you, and your concepts a fighting chance and increase your odds for success. You will find these to be very helpful in pursing your career goals.
It is an excellent tool to help you build your dreams with. Something you can use forever because of it’s timeless wisdom. An uniquely insightful manifesto full of idea solicitation principles that help you understand HOW TO SELL YOUR CONCEPTS EASIER.
Remember Iva's advice, "you have to sell a concept before it can happen. Ideas and concepts do not sell themselves. In one way or another, subtly or blatantly, in some way, shape, or form; everything has to be sold first...BEFORE it is purchased." Once you fully understand this principle and what is involved, it will allow more of your concepts to survive and prosper.
Buddy 'Friendly' Wachenheimer
buddy.friendly(at)yahoo(dot)com
++++++++++++++++++++++++
Copyright 1988-2009 by quContent. Some rights reserved. You have the right to post this message anywhere/email forward this message/or print a copy from your computer as long as you do not change it in anyway and give full attribution and credit to the author (Michael Iva) and never charge money for it. ‘100 WAYS TO KILL A CONCEPT: WHY MOST IDEAS GET SHOT DOWN’, is a registered trademark of quContent.
If you create or evaluate ideas, read this ENTIRE manifesto carefully three times. Then save it and use it as a checklist guide every time you are working on a concept. It will help you remember the fundamental principles of idea generation and concept solicitation.
An old and righteous proverb says, “When someone shares something of value with you and you benefit from it, you have a moral obligation to then, share it with others so they may benefit too.” Please share Iva's concept about generating and selling concepts with everyone you know (particularly business people, marketing and sales associates, scientists, artists of any type, inventors, and entrepreneurs) who have ever had an idea that got shot down or killed by someone who did not quite understand it.
++++++++++++++++++++++++
by Michael Iva, world renown new product launch specialist
Everyone has ideas. “Cogito Ergo Sum.” (I think, therefore I am.) ~Rene Descartes~ But then what?
For some, it is enough to have the idea. But most people aren’t satisfied by the mere act of thinking. Instead, they want to put those ideas to work. So, next they need to persuade someone else to embrace their newfound ideas in order for those ideas to be accepted and become a reality.
Businesses persuade customers, bosses persuade employees, politicians persuade citizens, men persuade women, mothers persuade fathers, wives persuade husbands, children persuade parents . . . or vice versa. In turn, corporations and governments and colleagues and friends and siblings persuade each other. And sometimes, people just have to convince themselves.
At some level, every human is involved in the generation of ideas and then the solicitation of those ideas. Most of the time, somewhere along the way, a person’s idea gets changed before their concept transaction is completed.
Sometimes their concept lives and evolves, but more often it dies. Once a concept is conceived, persuading someone else to buy into that concept usually causes any of the following circumstances to happen (particularly in business, marketing & sales, the arts, science, government, and any entrepreneurial venture) . . .
1. The boss won’t go for that.
2. The lawyers won’t go for that.
3. The accountants won’t go for that.
4. The client won’t go for that.
5. The salespeople won’t go for that.
6. The investors won’t go for that.
7. So and so won’t like it.
8. It’s not us.
9. It won’t fit into our system.
10. We’re not ready for that yet.
11. I don’t think it will work.
12. I don’t understand.
13. Do you understand?
14. Will anyone understand?
15. What will they think of next?
16. It's politically incorrect.
17. It’s too complicated.
18. It's too late for that now.
19. It's too expensive.
20. We’ll lose money.
21. Why?
22. What!?
23. Who says?
24. Nobody will want that.
25. Where are you coming from?
26. It can’t be done.
27. Have the committee review it.
28. Let’s do more research.
29. Let’s take a vote on it.
30. Let’s play devil’s advocate.
31. I’ve never heard of such a thing.
32. We’ve already tried that.
33. That’s been done before.
34. It’s not how we do things here.
35. We’ve never done anything like that.
36. We’ll get back to you.
37. That’s a subject for another meeting.
38. It creates more problems than it solves.
39. Sounds like too many problems.
40. That only solves some of the problems.
41. That's going to cause problems.
42. Here we go again.
43. That's unique, but . . .
44. Very interesting, but . . .
45. I understand, but . . .
46. I love it, but . . .
47. Great idea, but . . .
48. Yes, but . . .
49. Sounds simple, but . . .
50. But . . .
51. It’s just not for us.
52. Try again.
53. That sucks.
54. Needs more pizzazz!
55. I don’t like it.
56. Have you thought it through?
57. It won’t sell.
58. Maybe next time.
59. Another day.
60. What are people going to say?
61. People will think we’re nuts!
62. That’s BS.
63. Be realistic.
64. How about this instead?
65. Get a grip!
66. Are you serious?
67. That turns me off!
68. The client is too liberal for that.
69. The client is too conservative for that.
70. What else do you have?
71. So!
72. So what?
73. Oh . . .
74. Oh?
75. Oh, really!
76. Get real, it’s not feasible.
77. Sounds crazy!
78. Nobody does that.
79. Are you kidding me?
80. That’s too off the wall.
81. You can’t argue with success.
82. You can’t fight City Hall.
83. We don’t have time to do it.
84. Let’s not reach beyond our grasp.
85. We’re overextended already.
86. Let’s wait 'til we see the numbers.
87. You’re proposing what?
88. Let’s not rock the boat.
89. Silence.
90. Laughter.
91. Boos.
92. Where did that come from?
93. I’ve got a better idea.
94. Hey, there’s a recession going on.
95. No one has ever done anything like that before.
96. The press will kill us.
97. That’s not your decision to make.
98. We’ll step on too many toes.
99. Just leave it to me; I’ll take care of it.
100. You could lose your job for that . . .
. . . What people really mean to say, but would never openly admit, is…they are innately AFRAID. Afraid of anything that is new, improved, unique, different, and/or better (anything that acts like a catalyst for change) and/or things they are not familiar with and/or anything that annoys, threatens, or harms their ego, status, power, or livelihood.
Because of their fear, it is so much easier for most people to say 'NO', rather than 'yes' to your concept. It is understandable that they want to fix it, or change it, or add to it, or subtract from it, or water it down, or make it less simple-direct-and-to-the-point, or put their own imprint on it, or try to make it more conventional, or more familiar, or more safe, or just keep the status quo. People are afraid of evolution, replacements, substitutes, anything that interferes with their past loyalties or modus operandi, or encroaches on their self, special or vested interest, or forces them to give up the bird in their hand for the (different) bird in the bush.
It is also reassuring for some people to take the daring part out of a concept and grind the rough edges, then sandpaper it to death. Oscar Wilde put it this way: “A concept that isn't dangerous is hardly worth calling a concept at all.” It is often the shocking part, the frightening part, the unknown element, the element of risk, which makes a great new concept in the first place.
(Not only do these symptoms apply to the influence others have on your ideas, but also the influence you exert over your own ideas, when ‘idea-suicide’ caused by your own self-doubts and insecurities influence your decisions about your own ideas that guide and form your life.)
When it comes to generating great concepts, and then selling those concepts to whomever so they are acted upon and happen, here are key interrelated principles you need to consider and utilize:..............
...............CHECK OUT THE LAST HALF OF MICHAEL IVA'S NEW MANIFESTO -- NOW AVAILABLE at the links below:
A must read for every creative or idea person.
DOWN LOAD your FREE PDF here http://www.changethis.com/32.04.100WaysKillConcept
PASS ALONG a free copy to all your friends here http://www.changethis.com/32.04.100WaysKillConcept/email
"In life, we get by giving." -Michael Iva
This is my gift to any here smart enough to read it carefully five times and understand the power of the insights they just received.
Iva's insights will provide you with an awareness of the sales dynamics involved that give you, and your concepts a fighting chance and increase your odds for success. You will find these to be very helpful in pursing your career goals.
It is an excellent tool to help you build your dreams with. Something you can use forever because of it’s timeless wisdom. An uniquely insightful manifesto full of idea solicitation principles that help you understand HOW TO SELL YOUR CONCEPTS EASIER.
Remember Iva's advice, "you have to sell a concept before it can happen. Ideas and concepts do not sell themselves. In one way or another, subtly or blatantly, in some way, shape, or form; everything has to be sold first...BEFORE it is purchased." Once you fully understand this principle and what is involved, it will allow more of your concepts to survive and prosper.
Buddy 'Friendly' Wachenheimer
buddy.friendly(at)yahoo(dot)com
++++++++++++++++++++++++
Copyright 1988-2009 by quContent. Some rights reserved. You have the right to post this message anywhere/email forward this message/or print a copy from your computer as long as you do not change it in anyway and give full attribution and credit to the author (Michael Iva) and never charge money for it. ‘100 WAYS TO KILL A CONCEPT: WHY MOST IDEAS GET SHOT DOWN’, is a registered trademark of quContent.
If you create or evaluate ideas, read this ENTIRE manifesto carefully three times. Then save it and use it as a checklist guide every time you are working on a concept. It will help you remember the fundamental principles of idea generation and concept solicitation.
An old and righteous proverb says, “When someone shares something of value with you and you benefit from it, you have a moral obligation to then, share it with others so they may benefit too.” Please share Iva's concept about generating and selling concepts with everyone you know (particularly business people, marketing and sales associates, scientists, artists of any type, inventors, and entrepreneurs) who have ever had an idea that got shot down or killed by someone who did not quite understand it.
++++++++++++++++++++++++
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