To stand out from your competition, attract more higher-quality customers, and make more money, you need to package a BIG Idea. something new, better, and different. Not just any idea, a really BIG Idea. It’s not enough to be different, you have to be a lot different.
Think about it this way. Let’s say the temperature in your room is 72 degrees Fahrenheit, and someone turns up the heat to 73 degrees. That is a different temperature, but do you notice it? Probably not. There isn’t enough of a difference.
Many business people make this mistake. They may do something different, but it’s only a little bit different. They change the color of their product or they offer improved credit terms. But these additions and changes aren’t enough. To the untrained eye, they still look like the other companies. But what if someone increased the temperature to 90 degrees? Would you notice the difference? Of course you would. It would be a lot hotter! You’d start sweating, you’d take off your sweater and say: “Hey, who turned up the temperature? It’s boiling in here.”
So that’s what you need to do. If you want people to notice you, you need to turn up the heat, and do something really different. That’s what we call a BIG Idea.
To get you thinking big, it is helpful to imagine that you are charging ten times more than what you are charging now. When you do this, your mind starts coming up with new ideas, and breaks away from conventional thinking. That's what Starbucks did. Back in 1990, they envisioned charging $5.00 for a cup of coffee. But the people in their industry thought they were crazy. Coffee in those days was only 50 cents a cup. Why, they scoffed, would anyone pay $5.00? The key is to realize that at that time the people at Starbucks didn't know either. But they had a dream, and they set out to make it a reality. With their $5.00 vision in mind, they packaged a completely new coffee shop experience, and in the process, revolutionized their industry. So the question is: What BIG Idea would you need to package in order to get your customers to pay 10 times more?