The Single Most Important Ingredient for a Great Product Launch

This week’s “Thursday Thoughts” is one in a series on Product Launches – a subject that I find fascinating and so important to growing a successful business.

So, what is the single most important ingredient of a great product launch?  We need to look no further than the film (or movie) industry – and to a quote Shawn Amos:

“Every major summer blockbuster that is released is essentially a product line being launched across multiple verticals. However, the centerpiece of the product launch is a big, beautiful story whose job is to entertain.”

I believe that the single most important ingredient for any successful launch is to frame a “big, beautiful story whose job is to entertain”.  Think about it.  A story that describes a personal journey.  Your personal journey with all the ups-and-downs and trials and triumphs that go to make us all human.

Our Story

And so, in the closing two days of Jeff Walker’s Product Launch Formula (a once-in-a-year opportunity to see the master in action), Jeff has offered two personal but quite different stories that show how changing the way you think about a product by re-framing it around a product launch can literally transform people’s lives.

The first story is from Barry who overcame a life-changing accident to go on and organise and teach those who make a living from entertaining.

The second is from Shelly – a very different story of a mother trying to juggle the three forces of family, paying work and passion.

Watch the videos and work out what you can learn from each of them.  See how the personal stories create a different way of thinking.  By building your business around a series of launches (and great stories), rather than flogging a me-too product, you can create a new sense of drive and momentum.  Think hard about how you can apply the learnings to (re-)launch your own products and services and create a new sense of purpose and heartbeat to your marketing campaigns.

Of all the research I have done into this area, Jeff’s strategies and teachings are second-to-none.  And it can be applied to book launches too!

If you think that there is value in digging deeper into the Product Launch Formula, then I thoroughly recommend that you sign up for Jeff’s programme – which will only be available for the next day or two.  Otherwise, you will have to wait another year for the offer to come around again!

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Zen and the Art of Business Conversation

It is August and the holidays are here!  For many, July and August are the months for rest and recuperation and spending time with family on holiday.  For those that live in the northern parts of the Northern hemisphere, it is a time for getting some sun on our skins before the longer winter months kick in again.
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For many, it is also a time of reflection.  For although the calendar year starts in January, September is the start of the academic year and August is the gap before the start of the new year.  I have found that many businesses are tuned to the academic calendar – either directly (like a University or School) or indirectly (because many of their employees have children who set a cycle in the family geared around their academic needs).
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So it got me thinking.  Most of my great ideas have come from a time when I am not thinking about day-to-day stuff.  Those magic, “Eureka!” moments when a problem you have been working on suddenly becomes solvable.
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By not being hampered by the grind of meetings, actions and to-do lists, we can solve old problems and creating new ideas.  Finding a gap in the year’s day-to-day grind to think big, think outside the box or just not think at all and let nature take its course often relaxes you in ways you can’t achieve at other times of the year.
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There is an old saying that God gave us two ears and one mouth so we can listen twice as long as we speak.  And so it is with the summer break.  There is a gap in proceedings where we can listen.  Not just listen to those who we work with.  But listen to ourselves.  Our inner mind.  Our inner bodies.  Our inner spirit.  We can refresh each other with the rest and easy living that we often over-ride in the rest of the year.
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So, back the Art of Business Conversation.  For my own part, I have been working on a new way to look at businesses through the conversations we have.  The Art of Business Conversation, if you like.  As simple as ABC.  Except it isn’t, is it?  It is quite complicated.
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There are several different types of business conversation (which I aim to explore more in future posts).  The most intense are often wrapped up in emotional outbursts or things unsaid.
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The key is to find space within the conversation to reflect.  On an annual cycle, this time of the year gives us time to reflect on the longer-term relationships we all have with the businesses and people we work with.  Either as employees; business owners; customers; suppliers; that funny, over-used word “partners”; or simply the friends and relations that weave in and out of those conversations.
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And that is where the idea of Zen comes in.  Zen is the space between.  Zen is the effortless flow.  Zen is the silent, observant onlooker onto our busy world of nothingness.  Zen is the state to get into before returning to the ABC of business, academia and all those things where we sequence stuff and continue our practice of the art of business conversation.
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So, enjoy the break.  Listen to the silence.  Observe the subtle messages coming from the conversation with yourself.  Say nothing and say everything.  Come back refreshed and energised to take on the new challenges that you discover in the hidden moments of this August recess.
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The Hidden Treasure

The Creator gathered all of creation and said,

“I want to hide something from the humans until they are ready for it.

It is the realisation that they create their own reality.”

The eagle said, “Give it to me, I will take it to the moon.”

The Creator said, “No.  One day they will go there and find it.”

The salmon said, “I will hid it on the bottom of the ocean floor.”

“No.  They will go there too.”

The buffalo said, “I will bury it on the great plains.”

The Creator said, “They will cut the skin of the earth and find it even there.” ….

Then Grandmother Mole…. who has no physical eyes but sees with spiritual eyes,

said, “Put it inside them” [for that is the last place they will look.]

The Creator said, “it is done.”

An old Sioux Indian Fable from “Somebody Should Have Told Us! (Simple Truths for Living Well) by Jack Pransky

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Hearts, Minds and Connecting the Dots

I was recently asked to comment on a blog exploring the idea as to whether or not it is critical to follow your heart”.  It got me thinking (quite a bit).  Oh, and I make no excuses for the apparent New Age flavour to this post.  It’s just how it came out!


 

Over the past few years, I have become more aware that we have several centres of intelligence. The mind is but one. The heart is another.  More recently, the gut has been recognised by scientists as having its own intelligence.

In such a fragmented world, where academics and book writers are rewarded for micro-ideas that can be framed into sound bytes (such as the one above), I find it interesting to call on history and the ancient wisdom of the Hindu/Buddhist Chakra system.  In this system, there are seven centres of energy within the body. Each system nowadays has a colour of the rainbow associated with it.  The heart charka is green and is at the centre of the system.

Chakra

One of the main issues in today’s world seems to be that the mind (indigo) and communication (blue) centres are so energetic – with our so-called “knowledge society” coupled with “mass broadcast media” that the other (lower) forms of subtle energy get drowned-out.

Maybe this is an age-old problem?  For there is also an ancient buddhist saying that “the longest journey in life is from the head to the heart”.

Anyway, I am currently doing some research on how the seven centres of chakric energy can become better balanced – not just within the context of an individual – but also in organisations AND society in general.

For:

  • Without a higher purpose, life becomes meaningless.
  • Without mind that is connected to serve others, life becomes ego-centric and selfish.
  • Without clearly articulating what you want for yourself or your organisation, others won’t understand where you are coming from and ignore you or misinterpret your ideas.
  • Without being allowed to truly express your feelings, life becomes emotionally blocked.
  • Without a sense that you are truly empowered, life becomes deeply frustrating.
  • Without a co-creative connection with others in your family or tribe, life becomes lonely.
  • Without a place to call home, life becomes frightening.

And so, to the main discussion about whether or not it is critical to follow your heart.

On thinking about the idea, I came to the conclusion that it isn’t just when the heart-centre is “in flow” – or we are “in the groove” that we get that feeling of life-is-good.  It is when ALL the energy centres are aligned to create an organic energy that is more than the sum of its constituent parts.  It is at such times that we, as human beings, are most connected to our fellow human beings – and to the natural world around us.

In terms of organisations, as regular readers will know, I look for much of my inspiration in the work that I do a as a beekeeper. I find the universal energy which is generated in abundance from the colonies of bees that I keep is indescribable – it has to be felt to be understood. The ways that the movements and (unrecordable) energies from each tiny, individual bee are compounded to create a colony that vibrates and energises the space around for the greater good of the colony is not too dissimilar to an organisation or society where the subtle forms of energy are recognised, amplified and aligned to a higher purpose.  Religious movements are one obvious answer.  But there are many other examples – some with “good” objectives.  Others perhaps, with more dubious ones.

I’ve also come to believe that intuition and flashes of inspiration (Ahah! moments, if you like) are not from us, but come to us when we most need them or call upon them. The egoic state sees itself as the centre of the universe. But spiritual practice is about removing the ego and tuning into more subtle forces of universal energy that pull you.  It is as if you are plugged-into connected consciousness and more aware of the subtle energies that might give you a greater chance to allow your energy to be mixed in more rewarding, unique ways.

So, it probably is important to follow your heart (over your head). But true connectedness comes when each energy centre is in alignment with the whole. It is then that we give up pushing and allow ourselves to be pulled.  It is then that all the dots are joined-up and where everything makes sense after the fact. This was so well articulated by Steve Jobs when he delivered his famous speech to Stanford graduates:

“You can’t connect the dots looking forward,” Jobs told the Stanford grads. “You can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something – your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.”

Trouble is, it’s very difficult to put all this stuff into a few sound-bytes and broadcast them over Twitter – or even a blog post like this!


 

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The Heart’s Intuitive Intelligence

Last Thursday, I had a meeting with a business colleague.  We had only met once before – but somehow the energy felt really good between us.  Conversation flowed.  Ideas bubbled to the surface.  Creative spirit abounded.

During the conversation, it became apparent that I had talked in our previous meeting about intuition.  I had forgotten this – but it  is something I have recently become very interested in.  In summary, it’s the idea that the world is far too “mental” and that many have lost touch with their intuitive guidance system – based around the heart.  I’m also a strong believer in the idea that everything is connected.

And so it was, just by chance (as happens when browsing the internet) I came across this video below:

I don’t know too much about the organisation behind the video – but just love the overall theme, messages and visuals.  It somehow helps us to remember things we have forgotten or lost – so we can get back into the life-force and remember who we are.

Sit back and enjoy!

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