Episode 2

What's Your Big Idea?

Vision & Relevance: The Dynamic Duo of Market Success​

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Everything Starts with a Vision of Possibilities

Every groundbreaking company, product, or idea begins with a spark of genius—an 'ah ha!' moment. This initial insight, full of energy, power, and promise, may be a solution to a pressing problem, a new way to think about a situation, a discovery of a natural law, or an innovative method to connect with others.

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A company's vision is its raison d'être, combining those initial insights that led to its creation with new sparks of genius that continue to drive it forward. When honed, tested, and clarified, these visions become powerful forces: attracting capital, recruiting teams, creating real products and services, establishing memes, and more.

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The Role of Relevance

As you nurture the story surrounding your vision, clarity on two crucial questions is essential: Who is this for? Why will they care? This clarity brings us to relevance, one of the eight key facets of the Architecture of Identity storytelling.

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If your audience can't connect both intellectually and emotionally, they will simply pass it off as 'interesting.' Relevance is like a two-sided coin. One side is obvious: find a problem and fix it. The other side is more challenging: demonstrate a new possibility that never existed before, but is so compelling that people have to pay attention.

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Reflecting on his work with Apple Computer, Bill Ryan said, "I don’t think Steve Jobs ever created a product that solved a problem that people already knew they had. Instead, Apple created entirely new ways to think about interacting with computers, mobile devices, and how they interact with the computing ecosystem. Apple changes people’s thinking about new possibilities. Their products do solve problems; but they also make new things possible."

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From Interesting to Cool

"Interesting" is in your head; "cool" is an emotional connection. People don't sign checks, make commitments, or become loyal because something is interesting. It's not until they "get it," until they 'grok' it at a deeper level, that they are moved to act. People make buying decisions because it feels like the right thing to do—because they feel a connection.

 

Marketing expert Seth Godin emphasizes the importance of creating something remarkable that stands out in the market. He states, "In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible." Godin's perspective underscores the necessity of a vision that not only solves problems but also captivates the audience's imagination, making the product or idea irresistible.  

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Simon Sinek, renowned for his work on leadership and motivation, highlights the power of vision in his book "Start With Why." He argues that people don't buy what you do; they buy why you do it. Sinek's Golden Circle concept illustrates that a clear and compelling vision (the "why") is essential for achieving relevance and inspiring loyalty among customers and employees alike.  

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Harvard Business School professor Clayton Christensen, known for his theory of disruptive innovation, stresses the importance of aligning vision with market needs. He says, "Successful innovators identify a job that a customer needs to get done and then design products and services that make that job easier, quicker, or cheaper." Christensen's insight reinforces the idea that relevance comes from deeply understanding your audience and creating solutions that address their specific needs and desires.

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Selling the Problem

To make your vision relevant, you must first sell the problem. Once you’ve established sympathy for what you have to say, you’ve nurtured the ground on which your vision makes sense. However, it's not just about getting buy-in to solve problems that people already know they have; it's also about inspiring them around new possibilities they never thought about before. This dual approach ensures that your vision resonates on multiple levels, making it both compelling and essential.

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Your vision is the end-game; not what you’re promoting today. Take your audience on a vision trip—imagine where you’re headed. Your Vision is your North Star. Even if you’re not there yet, get people inspired about where you’re headed.

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Staying Ahead with Vision and Relevance

In a world of constant change and evolving consumer needs, the relevance of your vision is crucial. Your vision should be forward-thinking, addressing both current and future demands. It should solve problems, fulfill desires, and add value to people's lives.

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Market relevance asks the critical questions: "Does your product solve a perceived business problem? Are your products in step with current trends and market tastes? Or, if you’re ahead of the curve, what do you need to do to evangelize your vision?"

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Relevance means staying ahead of trends, understanding your audience deeply, and adapting to their needs. Your vision must be the guiding "North Star" that inspires your team and resonates with your target market, ensuring long-term engagement and loyalty.

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Conclusion

The connection between vision and relevance is the bedrock of a successful company. Vision provides the initial spark and ongoing inspiration, while relevance ensures that this vision connects with the audience on a meaningful level. By selling the problem first and then taking your audience on a visionary journey, you cultivate a following that is not only interested but also deeply engaged and loyal. In the ever-changing landscape of market trends, staying relevant with a compelling vision is the key to sustained success.

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