Where to Find Your Audience (Episode Two of Mindset)

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Abraham Lincoln said, “Be sure to put your feet in the right place, then stand firm.” Sounds great doesn’t it? Until you try to do it. Then we all have the same question which is, “what is the right place?

It is important that you spend your energy doing your work for the people who appreciate it. You would never make cheeseburgers for vegetarians, (I might, because I think that sort of thing is funny, but I’m sure you never would) so why would you make your work for people who don’t want it, and how can you find the people who do?

Great creations usually make small improvements on fanatics obsessions. As I mentioned in the last episode, there are very few completely original ideas.

My books are not original.

They aren’t plagiarized but writing a book, sharing ideas and the heres journey aren’t original ideas. So your idea does not have to be original, in fact it probably won’t be, which is good, because most of the best ideas just improve upon existing obsessions. Despite what people think, Jeff Bezos did not re-invent shopping when he created Amazon. Product placement, advertising, remote sales people were then and are now still part of the shopping culture. Packaging, design and marketing are all still part of the business. What he did was make shopping easier for the people who love shopping. He made their obsession a little more convenient, and the rest of us followed suit.

(Want to listen to this episode?)

 

Starbucks made coffee a little better. Actually, when Howard Shultz bought Starbucks, the store didn’t even sell coffee, it sold great coffee beans. Once they began to make coffee out of the great beans, they made coffee, just a little better for the fanatics. A cup of Starbucks coffee isn’t 75 times better than a normal cup of coffee and the idea of variations on your cup of coffee certainly isn’t an original idea.

Starbucks just made it a little better.

Then they made the experience of drinking coffee a little better for the fanatics by making the place between home and work that wasn’t a bar. Then they made the whole place a little more convenient to find, but all of this started with improving the experience of a cup of coffee, for the fanatic. Your work will work if you can find the fanatics and give them just a little more.

Alexa Meade, doing a little more. For a lesson on doing more, visit http://www.alexameade.com

Almost never means the same thing, for less money. In fact, because of our psychology, cheaper to us, usually means less. More doesn’t always mean better.

More can mean different.

Alexa Meade does not make paintings that look just like people. There are a million artists out there who can make a painting or drawing that looks just like the model. Alexa takes real people and turns them into crude oil paintings, literally. And I don’t mean the literally that people say when they actually mean figuratively, like when people say, “I literally died at that restaurant.” I really mean she actually paints on people, and it’s amazing! A picture of her art looks like a mediocre painting, but in person as you walk closer and realize the painting is done on real people, real walls, real chairs and real flowers you see that she has taken a person, who starts out looking exactly like a real person and she turns them into a painting that doesn’t look exactly like a person. What she does is incredible work, new, interesting and better, even though her “paintings” aren’t really higher quality, they’re still different, which makes them better. Her version of more isn’t higher quality, or more convenient, and it certainly isn’t cheaper. Her perspective is awesome, beautiful and backwards and that is what people love.

And that is why you are the right person to do this work, because of your point of view.

The fanatics are looking for the new, or the easier, the more in-depth and the problem most creators have is they try to do it like someone else. They try to sound like their instructor, or build like their mentor, but the fanatics have already evaluated those people, and either accepted their work, or turned it down. But replicating work that has already been done, successfully or not, is not doing your unique work, which is what makes it so valuable.

So, in finding a place for your work, look at the current offerings from the fanatics point of view and figure out how your interpretation will improve, or change or make more convenient their obsession. How can you give them a new perspective or a better experience?

(Want to know how to mine yourself for killer ideas?)

 

[/et_pb_text][et_pb_code admin_label=”Code”]<!– Begin MailChimp Signup Form –><!– [et_pb_line_break_holder] –><div id=”mc_embed_signup”><!– [et_pb_line_break_holder] –><form action=”//johnhenderson.us15.list-manage.com/subscribe/post?u=9639288bdd98660e10dbd0307&id=25f52b049e” method=”post” id=”mc-embedded-subscribe-form” name=”mc-embedded-subscribe-form” class=”validate” target=”_blank” novalidate><!– [et_pb_line_break_holder] –> <div id=”mc_embed_signup_scroll”><!– [et_pb_line_break_holder] –> <h1></h1><!– [et_pb_line_break_holder] –><div class=”mc-field-group”><!– [et_pb_line_break_holder] –> <input type=”email” value=”EMAIL” name=”EMAIL” class=”required email” id=”mce-EMAIL”><!– [et_pb_line_break_holder] –></div><!– [et_pb_line_break_holder] –><div class=”mc-field-group”><!– [et_pb_line_break_holder] –> <input type=”text” value=”FIRST NAME” name=”FNAME” class=”” id=”mce-FNAME”><!– [et_pb_line_break_holder] –></div><!– [et_pb_line_break_holder] –> <div id=”mce-responses” class=”clear”><!– [et_pb_line_break_holder] –> <div class=”response” id=”mce-error-response” style=”display:none”></div><!– [et_pb_line_break_holder] –> <div class=”response” id=”mce-success-response” style=”display:none”></div><!– [et_pb_line_break_holder] –> </div> <!– real people should not fill this in and expect good things – do not remove this or risk form bot signups–><!– [et_pb_line_break_holder] –> <div style=”position: absolute; left: -5000px;” aria-hidden=”true”><input type=”text” name=”b_9639288bdd98660e10dbd0307_25f52b049e” tabindex=”-1″ value=””></div><!– [et_pb_line_break_holder] –> <div class=”clear”><input type=”submit” value=”YES” name=”subscribe” id=”mc-embedded-subscribe” class=”button”></div><!– [et_pb_line_break_holder] –> </div><!– [et_pb_line_break_holder] –></form><!– [et_pb_line_break_holder] –></div><!– [et_pb_line_break_holder] –><!– [et_pb_line_break_holder] –><!–End mc_embed_signup–>[/et_pb_code][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]

When Alli Webb started Drybar her vision was a mobile shop where she could style, not cut or color, just style women hair. She envisioned owning her side job, where she could throw her blow dryer and a few brushes in her car and just do what she loved, which was strictly blow drying and styling hair.

But the fanatics spoke, because the women who spent an incredible amount of money on a hair cut, had no one that would show up at their house to blow dry it two weeks later before a dinner party or night out. Alli thought she was building a side job, she did not set out to create the $20 million business she owns today. She started out doing what was inside of her, that made the fanatics lives a little better. If you don’t have any ideas, there are a few things you can do, right now to get your wheels turning.

Type your thing into google followed by “is hard because” or “I need help with” your topic.

(If you want to do it now, go for it! If you leave my site to chase your dream, then I have done my job!)

You will start to see the pain points of the public around your expertise. Most times we don’t give ourselves the credit we deserve around out talent, because it’s easy for us. We think that what we do is too basic. We assign difficulty to an issue based on how difficult it is for us. It isn’t until you see someone struggle with what you consider simple that you realize your own talent. There are pages and pages of YouTube videos on how to tie shoes. It sound funny, but a quick look at the views reveals that there is an audience for this. There are hundreds of videos with over 100k views many over 1 million and one with almost 56 million views.

Still think your work is too basic?

Another thing you can do is find fanatics in your field and ask them what the worst thing about their favorite thing is. Now go fix it.Find forums on the topic and look for complaints. Is there a common problem you can solve?

Read 1-2 star reviews of work like yours. Are these real issues with the thing or are they just people looking to vent. If you notice a common complaint coming up over and over, that you can solve, do it today!

Or, if there is something you love to do, do that in an incredible and unique way. If you do that well, the fanatics will love it.

But there is one place your work definitely does not belong, which is in a place that tries to pound more and more productivity from you.

An experiment done by William Muir from Purdue University explains so much.

Muir’s goal was to try and create the most productive flocks of chickens. He set one normal flock of chickens aside and let them be normal chickens for six generations to measure their productiveness by counting how many eggs they laid. Then he hand-selected chickens that were incredibly productive and created a super-group of chickens. Like the bands Bizzard of Oz, The Highwaymen, Temple of the Dog, Audioslave or the Pistol Annies, this group was hand picked and stuck together to make incredible, top 40, chart busting eggs!

So, Muir measured the productiveness of the supergroup after six generations and the difference was easy to see. The regular flock was very healthy, and pretty productive.

But the super group of chickens was a much different story.

Like so many musicians, too many of the chickens had died. In fact, they had all died except for three. The stress, competition and non-stop productivity was more than the group could handle. Getting in to the “best” jobs usually doesn’t get the best out of you. It doesn’t usually reward you as an individual, but making your thing, acting on your inspiration and launching your thing always does. Sometimes it pays less and sometimes it pays more but it always gives you more of an opportunity to be in the right place, and away from all of the chickens.

So there are ways to check and verify that your thing will work. You can do the research and double-check the market and read the Harvard Business Review, but one of the best ways to try your idea out, is to try your idea out.

So I’d like to introduce you to Alberto Perez. He was a dancer in Cali Columbia. A place where graffiti decorated the streets and violence dotted the landscape. But amongst the unrest, Alberto found a love of dancing. To make money he would teach aerobics during the day and dance at night.

One day, on the way to teach aerobics he realized that he forgot his music. The only music he had with him was the music he loved, the music he danced to at night. Rather than tell the class that he made a mistake he thought, “If I love this, they might love it too.

So he told the class he wanted to try something new. So he plugged his cassette tape into the boom box because Steve Jobs hadn’t put MP3 players in everyones pockets yet, and Alberto began to play his personal Salsa, Latin mix tape.

He was right.

The fanatics loved what he was doing and the classes went really well. So well, in fact that Alberto brought his passion to America. He  landed an audition in a gym. He started his audition for the owner of the gym with Oi Como Va by Tito Puente. But there was a problem with the audition. Because as Alberto was auditioning for the owner, the fanatics heard him and they couldn’t resist coming in and joining!

By the time Alberto was done, his 15 minute interview had turned into a 1 hour class, and he had 24 people, who had showed up to run on the treadmills, ride the stationary bikes or lean on the equipment and flirt with each other taking his class!

Alberto had found a place to do his work.

Eventually All he would need was someone to help him with the business, and maybe to learn a little English. And so, to make the names in this story simple, Alberto Perez met Alberto Perlman. With Albertos help, Alberto was connected with a group who could change everything for him. The group loved the videos they saw of Alberto, but they had one concern. They asked Alberto, if Alberto could speak English. because they wanted him to film an infomercial. Alberto said, “absolutely,” even though Alberto couldn’t speak any English. They were determined to teach Alberto english before the personal meeting and they thought they could do it, especially with the help of their new partner, Alberto Agillon (Thanks guys for making the names so simple to keep track of!)

So for two months Alberto and Alberto tried to teach Alberto english for the most important meeting ever, and they fail miserably. So Alberto tells Alberto and Alberto, “Tell me how to say, “Mucho gusto. Perdon, me tengo que ir,” in English. Alberto said, “Thats, nice to meet you. I’m sorry, I have to go.” Which were the first and only words Alberto spoke during the meeting as he shook hands with each person and left the room, pretending he was to busy to stay!

With Albertos passion, Albertos help and Albertos connections, Zumba became a household name and a company worth hundreds of millions of dollars, if not a billion and Alberto, the dancer has a net worth reported at over $30 million.

There is a place for what you do. The reason you haven’t found it yet is that you aren’t doing it, or you aren’t doing it for the fanatics, or you aren’t doing it loud enough but there is somewhere for your work.

The world is waiting for you to put your work out there.

Time to get started!

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