Storytelling is the new...well, it's everything today for small businesses and big brands too. It's how brands can differentiate themselves in this very competitive war for consumer attention. Stories connect us to a brand emotionally; that's when we'll drive the extra distance, pay the extra dollars, tell our friends all about it because we appreciate the story, the why behind the business. We have an abundance of products/services at our fingertips 24/7/365 but once we know the real soul behind a product, retailer or service provider that we patronize, it becomes personal. There's a real relationship.
I've always been obsessed with the stories behind businesses. Especially after I became an entrepreneur. Since I had absolutely no business experience when I became an entrepreneur, I wondered how many other business owners were learning on the fly. The stories never cease to amaze me. There is definitely something unique about entrepreneurs; there's an intuitiveness, a gut instinct that must be followed. One of the benefits of taking an entrepreneurial journey is that there is no right or wrong way to go. Every business has it's own unique path and there are no prerequisites to becoming an entrepreneur.
After my product became well known in the mainstream via big chain stores and online shopping channel, I realized that 'If I could do it, anyone could do it!' and my story could definitely help inspire others.
Spreading that inspiration became my mission and after 17 yrs. of 'winging it,' I published my book, Your Idea, Inc., to help other first time entrepreneurs follow their dream of turning an idea or even a hobby into a revenue stream. It's not always about building an empire, for me it was about being able to have my own thing. These days, it's more often about freedom of choice; wanting to be our own boss and having a sense of security in controlling our destiny. Whether you're a teacher, a chef, a stay at home mom or truck driver, we are all uniquely qualified to join the ranks of every other entrepreneur who started with only a dream. That's enough to begin.
I believe that now really is the best time to launch a small business. Technology has leveled the playing field so that the risk is lower and the possibilities are truly endless.
5 Things You Can Today to Begin to Turn Your Idea Into a Business:
1. Write it down. . Sketch it. Describe it. Get it out of your head and onto paper (or a digital file). There is something magical about bringing it to life from mind to materialization.
2. Research your competition. With a complete online search you can see exactly what else is out there. If your product/service solves a common problem that the other options are lacking, you may be onto something. Sometimes even one tweak to improve an already existing product is enough to start to build a brand.
3. Think about the manufacturing. What does it require? Can you make a prototype? Is it an affordable product to be able to give it a shot and even sell from a sample? Many people at trade shows sell from prototypes in order to get industry feedback and take advantage of the opportunity to make tweaks before a major production run.
4. Embrace your story. As you launch your biz/product, be ready to share the 'why' behind the journey. Your story will become the glue that makes customers stick with you long term. Whether it's your life long passion for baking that you can no longer ignore after being a stockbroker for 30 yrs., or whether your child has terrible allergies and you needed better options for solving the problem... whatever it is that led you down the entrepreneurial path, own it and express it.
5. Adapt the entrepreneurial mentality. The positive mindset. You have to believe that it is possible. Do not attempt to build a business without absolutely believing that you can do it...that you have to do it.
Get curious about the stories behind retailers that you walk into or brands that you patronize online. Engage via social platforms with brands that have a two way street with communication; they want to learn about their customers so that they can provide better services. As an entrepreneur, be the brand that's engaging and open, authentic and supportive. Think beyond products/services and understand the bigger picture of the globalization of ideas and innovation.
Your story will always be changing, just like your business. Learn to reflect every now and then on the journey and see how your story has unfolded. Share that intel with everyone because it's inspiring and could help someone else believe in their own dream.