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Own one idea. Complete it. Map the current model of purchase and usage. Change how it is done so at least some part of the market uses only your product. Extend from that core user to a much broader universe. Describe your concept in a very short, six-word story - a la Ernest Hemingway: For sale: baby shoes, never worn.

Michael J. Silverstein

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Michael J. Silverstein
Age: 69
Born: 1955
Born: January 1
Author
Consultant
Part
Baby
Core
Uses
User
Change
Least
Complete
Describe
Purchase
Ideas
Word
Concepts
Current
Sale
Done
Story
Shoes
Currents
Broader
Much
Universe
Market
Concept
Extend
Never
Idea
Models
Model
Users
Ernest
Use
Products
Product
Maps
Hemingway
Stories
Short
Six
Worn
Usage

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Too many companies are happy to have workers to dread working. They have the wrong attitude because they have the wrong leadership.
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Woo your biggest fans. This rule says concentrate your efforts at understanding on the 2 percent of consumers that personally drive 20 percent of sales and invite their friends and colleagues to enjoy you.
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The most effective CEOs have a primary source for tracking their markets. They meet with their teams frequently enough to keep innovation flowing, to reduce and focus costs, to be energized. They create a tight agenda and they set high goals.
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Business operators that really deeply care about their employees and consumers deliver the right response every day.
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For me, it's often about consumption behavior. I focus my energy on understanding the heavy user. They are odd but hold opportunity. I ask: how do they use the product, what motivates them, how can we clone them.
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Take giant leaps. Too many companies are into incremental innovation. The only thing that moves markets is violent turns. Major differences. Don't get caught in the trap of small steps.
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Get out of the office. Roam the frontline. Be observant. Hold your people accountable for creating the new narrative, a new story, in which your customers are the most important characters. Because, you know, they really are.
Michael J. Silverstein
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You need to have sufficient resources against your priorities. Your eyes have to be open every day.
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Respond to your customer's dissatisfactions with precision and power.
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Failure to make the tough but necessary choices means slow painful death.
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Truth is so difficult to hear about. It must be experienced.
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A curious mind armed with skill, experience, knowledge, and patterns can give birth to big brand revolution.
Michael J. Silverstein
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Better ramp up your virtual relationships. Companies think omni channel is the correct answer. This is not enough. The information explosion for consumers makes 24/7 and full and complete engagement possible.
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A lot of people believe you only need a vision. This is simply not correct. You need brilliant execution every day. It's about attention to all the details of go to market.
Michael J. Silverstein
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People underestimate the power of the Internet. For some consumers, it is the source of all information. Younger adults are on their phones more than they watch television. They don't read newspapers. It is their real world. It is not a set of virtual lenses.
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Deliver infinite growth having your customers talk about you, exclaim you and tell their friends and colleagues about you.
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I admire many entrepreneurs. They bring energy, excitement, youthful enthusiasm. What they lack in process, they make up for in gumption.
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People need to be inspired. They need to hear and believe a story. If you want them to be self-motivated, you need to engage them.
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A curious mind does not jump to conclusions but tests carefully and thoroughly. A curious mind will draw on all of life's experience to get to the big uh huh. The curious cut the data by quintile, by segment, and by user.
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Companies that get in trouble have a failure to see two realities: market trends and competitor attacks.
Michael J. Silverstein