To end this series, the training wheels come off and we’ll run through brainstorming financially viable ideas and the scientific way to hate your ideas. Think of this last part as your personal idea feedback loop. Also, a few advanced growth marketing tactics will be discussed.
This is the longest stage of the entire process. Take a long look at the list you’ve made from step one and write down as many ideas as you can, while aligning them with the end result that users already love and are accustomed to in your industry.
The key here is to think as outside-the-box/creative as possible because you’re only trying to improve a weakness. And no, I don’t mean coming up with a disruptive new idea. It could be something as simple as offering a more attractive user experience. It doesn’t take much to paint a different kind of user experience in competitive industries. In other words, think of different ways to get users the same core goal, if not with more value (where core goal is the outcome they’re used to, like Uber supplying transportation or Costco giving customers cheap prices).
Some multi-billion dollar startups have found success not by disrupting a competitive industry with an innovative idea, but by improving the experience. Take Tinder for example. The concept is the same as that of thousands of other dating sites, but they improved the user experience of the match-making process. Who knew swiping for matches was more enjoyable over clicking “send message” under a pretty girl’s bio? Tinder even admits that there are a ton of options to choose from on their website. Seriously, their website! See the image below:
The result of Tinder’s hard work? A $10 billion dollar valuation and over $1.4 billion in ARR!
Another really good example would be Amazon’s early days as an online bookstore. They didn’t invent the concept of selling books online. Barnes and Noble (the largest bookstore within the US at the time) had been experimenting with the idea years before Amazon came to being in 1996 (though they didn’t launch their website till around 1997), but Jeff Bezos declined working together with Barnes and Noble for this reason: he was focusing on using Barnes and Noble’s size at the time (358 brick and mortar stores) against them. This screenshot of Amazon’s early days website pretty much explains it:
The final, yet the most crucial stage. Unlike subconsciously being your worst enemy through imposter syndrome, in this stage, you’re voluntarily being your worst enemy. Throw as many grenades as you can at your ideas. Force yourself to accept that they won’t work by listing strong data or research-backed reasons why. Some ways you could do this are by:
Prospect listening means you’ll go beyond the surface with prospects to try to understand how they make their choices on a psychological level. In other words, you’ll construct powerful questions that allow you to psychologically mine a prospect’s brain and heart for their hidden desires.
Those same hidden desires that convince them that getting your soon-to-be modified product/service or entirely new offering is the best thing for them. It gets easier the more you do it, especially if you’re the type to analyze each conversation you have with a prospect. The better you carry out these things the stronger your idea becomes.
It will transform from a mere theory, to a realistic new edge for your company due to your research and the data you’ve gathered. Turning your strongest idea into a prototype becomes 1000x easier once you’ve done steps 1, 2 and 3 well. For prospect listening: I personally fuse my consultative sales background, my customer success background and my marketing background.
But I know that takes quite a while to master, so you could instead try to modify some of Pipedrive’s amazing guide on consultative selling. Try to make it feel like a pleasant conversation for the user, not a sales pitch and your end goal is to gain hidden insights. In other words, think of what it is you wish you knew (could be data perhaps or something else) that would justify your idea.
You can also choose to carry out step 3 as you brainstorm each idea from step 2.
Pro Tip: Try not to completely write off an idea, especially in the early stages. Just “archive” it. With steps 2 and 3 acting as a feedback mechanism, your own understanding will become enhanced overtime. Meaning? Sometimes your first idea only needs a few more tweaks to end up becoming your champion.
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