Finding the words for new concepts
One of the challenges in getting people to believe in a new business concept is having the right words to describe the concept. At the BIF3 Innovation Summit CEOs Robin Chase of GoLoco, Jack Hughes of TopCoder, William Herb of Linear Air, and BIF3 co-host Bill Taylor talked about the importance of messaging to be able to talk about business concepts in ways that resonate –with employees, customers and investors. Without that messaging, it’s difficult to get people to believe in the idea.
How these execs have distilled their concepts to people “get it” quickly:
GoLoco: personal public transportation systemLinear Air: car service with wings
Fast Company magazine: like Harvard Business Review and Rolling Stone combined
All expressed how difficult it is to hone in on those few words that capture the idea. Note how straightforward these concepts are – and how easy it is for other people to use the language.
A few days a go I was talking to a CMO about his company’s new messaging. “I can’t really explain it to you over the phone,” he said. “I need to walk you through the deck.” He has work yet to do…
Posted October 12, 2007 09:34 AM by Lois Kelly | Permalink
