Sometimes (and if you're doing this entrepreneurial thing properly—most of the time!) you will have a 'crazy idea' and someone will respond with "Really? Are you sure?"
Of course you're not sure?! But are you certain?—yes!
You can be unsure that something is going to work, unsure that it's going to be easy, unsure it's exactly what people will want it, but you can be absolutely certain that you're going to do it anyway!
That's the thing about your Thing—you know it's your Thing and what you do that's brilliant, but you won't have all the answers.
No-one has all the answers. Even when you're following a step-by-step detailed proven system, no-one is going to have all the answers as, even then, enough elements can still be different that you'll have uncertainty that it will work. What you can have however is certainty that you'll do it anyway.
Nothing ventured, nothing gained...
Knowing you will do your Thing, whatever the crazy idea, is super-important. Hiding away, being quietly brilliant on your own, is never going to help anyone. Sure, you'll be secure in the knowledge you know what you do that's brilliant, but the point of your Thing is that you DO IT. So you can HELP PEOPLE. So sometimes you're not going to be sure about a product or programme or service or package or a version of your Thing that you've not sold before. But have the certainty that you'll do it anyway. Know that your Thing is valuable and go out and confidently (and that's the key) offer it.
Being confident about your Thing is crucial. You need to be sure of how good your Thing is. You need to be certain of the transformation it brings. When you talk about—and promote—your Thing, you need to be sure of how it works and who will benefit from it. These ARE all things you can be sure of.
What you might not be sure of is how much people will pay for your Thing, or how often they will want it. You might not be sure what 'headline' or story they will respond to best when you talk about it. The exact delivery method that's the 'best' might not be obvious from the start, but you WILL find it.
The only way to be certain is to ask.
Testing Testing 1,2,3...
Try out different ideas and versions of your idea. This is known—unsurprisingly—as testing. It's been a marketing trick for years... you know those ad agencies (Mad Men, etc.)—they don't know exactly what works, they just take a good guess and try it out (must add that they do crunch a lot of numbers, work with psychology, etc. but still there is always an element of testing—you can't always predict a hit). Think about it: sometimes fashion is fickle—you don't always know what's going to be 'in' (or out!). But you certainly won't find out if it never goes to market.
Take your best guess
When you're trying out something new, take your best guess—see what's worked before, make adjustments, add in some of 'you', go with your gut and get it launched.
The world needs your Thing so it needs to be out there... 'crazy idea' or no crazy idea. We'd still be living in caves in the dark if Neanderthal man had never had a crazy idea and listened to the "Really, are you sure?" members of the tribe instead of thinking: "I wonder what happens if... ?"
Go do your Thing! Best guess your way to success.
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