Shipping is the beginning of risk and danger.
That is why every time you put up your hand, send out your resume, launch a new business or make a recommendation, you are exposing yourself to criticism. Not just criticism but the negative consequences that come with wasted time, annoyed audience or making an idiot of yourself.
It’s not strange that we resist against shipping.
“The urge to quit is strongest, right before you make it.” – Bob Parsons, founder of GoDaddy
But life won’t let you sulk in the corner just so you can be comfortable in your own bubble. Since you are going to ship, why bother indulging your fear?
How come so little people manage to achieve great things? This is because most people decides to put out just before they can get the product out of the door. Instead of dreaming big and fail to deliver it, make things happen. Even if things fail, doesn’t matter – you have shipped your ideas and moved on the next.
Long distant running is tough because every one gets tired. However, it is exactly this element makes a winner – the runner who place his fatigue after the race. Sure he is tired, everyone is. But that isn’t the point. The point is the run.
Same applies to shipping – where do you place your fear.
We are natural trouble maker (well at least I am very sure that I am one). And because of this people are constantly looking out for solution. If you are an opportunist, you probably notice most of the great businesses that manage to survive the dip solves problem for their users. And more often they transform them into a better user.
Take HSCpainkiller as my example. HSCpainkiller addresses the persistent pain associated with the HSC. We basically spoonfeed and teach them all the tricks they will need to know to get their band 6 (90+) for economics. I feel though it is more important that we transform them into a kickass student – where they can appear naturally smart: studying can be effortless too.
As you can see, HSCpainkiller addresses two sides of the HSC trouble:
- The limited time that most year 12 students have to cover all the materials
- The major cluster of work that needs to be completed without any structure
Our brain is like a network, hence it would be the most effective to organise your information into a web of connection. Student can do that with us and our material.
The most effective way to market and sell your business then is, not to spend dollars after dollars on your print and TV advertisement, but instead it would be to attract the people with the like mind-set. Obvious, Rich Dad Poor Dad only became a popular phenomena because of its simplicity in explaining personal finance and many readers drool all over it. The people who read this book is exactly the people who needs it, his proximity to a value idea that the readers appreciate encourages the reader to take the extra step to purchase his book.
As Seth Godin advocates:
Attract people in trouble–>Help solve their problems–>Build your reputation–>Sales happen.
There is a general misunderstanding that once you come up with this remarkable idea people will crowd around you and yell out for joy. Unfortunately, that isn’t the case.
Majority of the time, remarkable ideas will come with resistance. When you want to push through and make something out of your idea the more resistance you will feel. Business, personal relationship, career … no matter what it is, there will always be a resisting force against you.
If this could be in an easier way, would it still be remarkable? If it was simple that everyone can do it, wouldn’t your idea be devalued to nothing special? This natural action and reaction phenomena is clear: without the people who pushes you away from realising your remarkable idea, it would hardly be a remarkable journey. Be determined and focus.
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