Jump Start Your Brain. Doug Hall

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СКАЧАТЬ head may well be confusing when committed to paper.

      Then e-mail your words to three friends. Ask each to write down any questions they might have about your idea. Process the feedback, make the changes, and send it out to three more friends.

      As you clarify the idea, be very conscious about your changes. Sometimes as you bring clarity to an idea, you suddenly realize your idea is not worth any further effort. That’s OK. Better to know sooner than later, after investing significant time and money on a mirage.

      ORIGINALITY

      Ideas must be original to be wicked good. Same old, same old doesn’t cut it. You have to offer something that’s original, new, and different to get consumers to change their buying patterns.

      Wicked good ideas offer benefits that have yet to be experienced and appreciated. They chart new courses and explore new ground. Original ideas generate their own excitement and awareness. Everyone knows Neil Armstrong was the first man on the moon. But can you name two other Apollo astronauts who followed him? I doubt it, unless you’re related to one.

      Being the first, the original, sets you apart. Being the first is newsworthy. It makes people stop and take notice. It’s the pioneers who reap the benefits of fame, publicity, and profits.

      FACT: According to Eureka! Research on more than 4,000 innovations ideas with a dramatic difference are three times more likely to survive in the marketplace.

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