How do you know if your IP is effective?

If we are at a dinner party together and hear a holler from the kitchen screaming "My sleeve is on fire! Help!," it is likely we would both say the same thing at the same time:

"STOP, DROP AND ROLL!"

According to the Alisa Ann Ruch Burn Foundation, in the early 1970's, "the “Stop, Drop and Roll” technique was used to save the life of a five-year-old boy, during a backyard barbecue fire."

“It was Memorial Day weekend in 1970, when the Ruch Family- Diane and Ernie Ruch, along with their children Ethan (10), Alisa Ann (8), David (5)- were celebrating with a small family gathering. Diane, who was pregnant at the time with her fourth child, and her sister Esther were in the kitchen preparing lunch, while Ernie and the children were in the backyard getting the barbeque grill ready. Ernie attempted to light the barbeque grill, with David and Alisa Ann close behind him, when a fireball erupted, shooting Ernie backwards onto David and Alisa Ann. All three caught on fire. Ethan, witnessing what had just happened, pushed his little brother David to the ground and rolled him around, smothering the flames.”

This concept of "Stop Drop and Roll" was published in America Burning 1, published by the National Commission on Fire Prevention and Control in 1973.

The method is based on the following scientific principles:

1. “Stop” – minimize airflow that would fan flames if the person were to run (common instinct);
2. “Drop” – flames are vertical, by dropping to the ground reduces area of burn, especially facial burns;
3. “Roll” – to further reduce airflow, extinguish the flames, and reduce injury.

This method and message was rolled out in a campaign starring Dick Van Dyke, and went on to be one of the most memorable and sticky methods to this day.

Moving from hunches and big ideas to validated methods

Many of our models, methods and frameworks we use in formats like books, programs or consulting tools come from similar situations.

We may be in the middle of working with a client and sketch out a model on the whiteboard that immediately resonates with them and allows them to solve their problem.

We repeat the process with other clients, and notice that there is continued resonance.

As we get deeper into the journey, it is normal to have a moment of doubt where we look at our stuff and think:

Is this really a solid model, or am I just making things up?

Am I actually sharing anything new and helpful, or is it too generic?

How is my stuff better or differentiated from others?

How do you know if your IP is really effective?

An effective piece of IP like a method, model or framework has to meet three criteria that we call your Thumbprint:

Market Fit: Will it sell?

Method: Will it work?

Model: Will it stick?

To give your IP the best chance of success to scale, you can run it through these three phases (often over an extended period of time as you continue to deliver services):

Phase 1: Develop the method in a deliberate way

After your initial informal testing with clients, you need to design the method in a more deliberate way:

1. Research the science behind the method and tie in key data points
2. Evaluate other models that address similar problems and note gaps or missing points of view that your method solves
3. Create clear context around the ideal conditions for the use of the model, including environment, resources, audience and support
4. Streamline steps. As Bruce Lee says: “It’s not the daily increase but daily decrease. Hack away at the unessential.”

Phase 2: Test method consistently with clear measurement

With a clearer and crisper framework, you are ready to implement consistent testing.

A good testing model:

1. Identifies testing audience clearly
2. Defines specific measurement criteria
3. Uses academically valid protocols such as these guidelines from Yale.

Some of my clients have implemented this testing with academic or corporate partners.

Vince Molinaro, CEO of Leadership Contract Inc, frequently partners on research with academic institutions. His latest research is with Social Research Lab at the University of Northern Colorado?in collaboration with Qualtrics,?surveyed 1,060 top executives in global companies in North America to validate his Leadership Accountability System.

Dr. Romie Mushtaq tested and validated her Brain Shift protocol with 7,000 employees at Evolution Hospitality during her role as Chief Wellness Officer. This method was rolled out in her new bestselling book The Busy Brain Cure.

Phase 3: Tweak method with insight and scale

Once you have more certainty that your method is valid, you are ready for the following steps:

1. Tweak and trim method with insights and feedback
2. Build marketing materials to frame the business case
3. Implement marketing strategy to drive demand

The full context for scaling is spelled out here.

I know it can feel overwhelming to approach your IP with rigor, but know that the first step is building awareness that there is a clear path to increasing your confidence in your work.

When you approach ongoing IP development in a framework of validation, you will get better, less risky results consistently over time, allowing you to scale with confidence.

The Pamela Slim Agency helps professional service businesses scale their work through the intelligent design and marketing of great IP. We specialize in firms who sell services B2B. Do you have a project you want to discuss? I'd love to chat about it - schedule a call here.