I urge others and push myself to continually learn and experience unique and strange new things. A great way to do both of these is through reading. I’ve seen a few kids walking around reading books lately and it’s given me hope that reading is not dead. The great benefit of reading is its inexpensive, you can do it anywhere, and it is a great way to stir the imagination.
Iconic Innovations
A book I recently read that was a great, simple read but inspiring was Iconic Innovations by Giles Lury. The book provides a number of stories about how various brands and products were developed. Each chapter is a different brand story and is a short, quick read. I love books like this because you can learn a lot, get tons of inspiration, but does not take a lot of brain energy. A great book for a lazy weekend or a long flight.
The stories that Lury shares are great sources of inspiration to spark your imagination. Lury talks about Chester Carlson who invented xerography and the challenges Xerox faced to make the invention a reality. The company overcame many challenges such as, machines catching fire and endless paper jams. But the Chester Carlson and Xerox story is a great example of never giving up. Or how Roy Raymond created Victoria’s Secret as a place men could shop for lingerie and not be embarrassed. Lury also shares the story of how Frank McNamara was out for dinner with friends and when it was time to pay the bill, he realized he did not have enough cash. Thus, the Diner’s Club card was born, so you would never be short of money again.
These stories are great ways to realize that there are endless sources of inspiration to propel your business idea. Another story is about two friends who decided to rent a room during a design conference in San Francisco. The idea did not work too well, but they felt their idea could succeed. They then rented rooms during the 2008 SXSW festival in Austin. A little more success but not much. So they offered enticements during the Democratic National Convention in Denver. They sold Obama O’s and Cap’n McCain cereal and sold out their rooms (and the cereal) and air mattresses. Thus Airbnb was born. No matter how crazy your idea, you should give it enough time to test. New ideas are rarely successful right away.
Ignore the Naysayers
If you believe in your idea, work on it and keep testing it to see if it can work. Ignore all the naysayers. Think about all the times people were wrong when they dismissed new ideas. For example, Dick Rowe of Decca Records turned down the Beatles in 1962 saying, “guitar groups are on their way out.” Or Lord Kelvin in 1885 saying “heavier than air flying machines are impossible.” And it’s not just individuals who cannot see the future. The British government turned down the Volkswagen Beetle after WWII because it did not meet their specifications for what they felt a car should be. Years later, the famous Beetle has sold over 20 million worldwide.
Harry Warner, the President of Warner Brothers Pictures said in 1927, “who the hell wants to hear actors talk” when audio was added to silent movies. Moreover, this was the guy who basically created the movie industry. Even Warner could not see the future. It is often good to get feedback from people outside the industry. They often are too close to see what many others can. Or the classic lack of vision was from Charles Duell, the Commissioner of the the US Patent Office. In 1899 he infamously said, “everything that has been invented has been invented.” Well, not quite.
Catalogue D’Objects Intruvables
So follow you instincts and back them up with data, research, and experiments. And read, travel, and experience new things. I just picked up a crazy book called, Catalogue D’Objects Intruvables by Jacques Carelman. All in French, the book is a collection of crazy, amazing designs to expand your imagination. I cannot read (nor speak) French, but the small book is great for looking at wild drawings and crazy product ideas. From a bathtub with a small door to walk through (now a product for seniors), to a comb for both sides of the head, to an umbrella shower, or a typewriter that types pictures instead of letters, the book is a great, fun way to spark your imagination.
Conclusion
So ignore all the naysayers and pursue what you feel is a great idea. And move beyond the status quo. Life is too short to keep doing the same thing. Live life to its maximum, help others, and share your knowledge and experience. Ignore those killer phrases, such as:
It’s not in the budget
Yes, but …
It’ll never work
We already tried that
Why change? Things are working the way they are.
Because when you follow everyone else, nothing good will happen. So, zig when everyone else zags, and keep it exciting and new. Be like St. Louis University in 1906. Prior to 1905 football was a low scoring, running game. Then the rules changed in 1906 allowing the forward pass. Like many people, most teams did not change; they kept doing what they knew, running. The coaches at St. Louis University saw an opportunity, changed their game plans and adopted a passing game. They outscored their opponents 402-11 that season. Great success often comes from separating yourself from the pack and having a clear differentiation.
Pick up a book, get on a plane, or meet some new people. Whatever you do, never stop learning and experiencing new things. If you want to be successful and have a great life, don’t always follow the crowd. See what is missing or problems people are experiencing and develop a way to offer value. Create a legal monopoly where you have zero competition. Life is short, so make it exciting. Don’t sit still and don’t waste time.