When people wonder how to grow, the only answer is to find and implement an idea—to create something and sell it.

When people wonder how to grow, the only answer is to find and implement an idea—to create something and sell it.

The only thing capable of elevating us in a world of castes and roles, and helping us navigate caste barriers, is the embodiment of an idea. This works not only if you are building your own business, but also if you are working within a company and trying to advance. Why an idea?

Because ideas are a reason to help you personally. If you can't attract attention to yourself, you need to attract attention to your idea. Naturally, the execution of the idea is crucial. What does that mean? Primarily, it means the ability to attract people and resources for its implementation. In other words, it means capturing attention and converting it into actions.

This is what implementation is about because if you have managed to bring together the people and resources you lack, then you have a chance to realize your idea. If you can do this, attract people to an idea, then even if your idea is very raw and weak, you have a chance that it could become something significant eventually.

But if you are unable to attract and capture attention with your idea and convert attention into resources, then it doesn't matter what your idea is. That is, no matter how brilliant you think it is, because this idea will never be realized.

Thus, the criterion for a good idea is the ability to attract people and convert their interest into actions. This is the most important criterion for a good idea.

An important point. It's not about your ability, but about the ability of the idea. This is because some people confuse their own personal charisma with the attractiveness of an idea. These are different things. Let me explain.

That is, an idea is not something that exists in your head. More precisely, it starts as something in your head, but no one sees that. People only see the written words, listen to you, see some images, and then when you express it. That is, people make judgments based on descriptions and communications. This is an important point. Therefore, a good idea is primarily a good description that can attract people and, accordingly, convert interests into actions and resources. Why should you always strive to develop a good idea? The reason is simple.

Because a powerful, strong idea simply sells well. That's it. It effectively motivates people to do what you need them to do. In principle, one could say that an idea, expressed in words, descriptions, and images, is the main tool for influencing a person.

Let's take a small example right away. Imagine you are a potential investor. Two projects come to you.

One is titled: PDF document converter to various formats. A completely understandable story.

On the other, it says: making 25,000 people happy every second.

Actually, these are just different descriptions of the same project. Just in the first case, it's all clear. A PDF document converter. In the second, the logic goes like this, now I'll tell you the chain.

When Adobe developed the PDF format, it became very successful in terms of transmitting documents and so forth. Now, there are probably several billion PDF documents in the world. The problem is that they are convenient to use when viewing something, but the tools provided by Adobe to operate these documents are either not very convenient or quite expensive. That is, one has to look for some means, in general, a real headache. If we have several billion PDF documents, we can safely assume that tens of millions of people constantly experience discomfort related to how to do something with a PDF document. The idea of the project is that if we make a converter of PDF documents into regular documents, then we make 25,000 people happy every second.

In this example, the exact same project is packaged differently. The task is to attract attention. The idea is a fundamental thing in marketing, in everything, this is already clear, and it requires creativity. Unfortunately, or fortunately, there is no ironclad scheme that works.

That is, there can be different approaches, but this is the case, if a person practices for a long time, these approaches can help him. But if a person does not practice, then no approaches help.

Let's be more realistic and pragmatic. Imagine that a person encounters your text for the first time. He doesn't know you, not the subject. He understands nothing at all. He has his own life. His own priorities. His own plans. And then he encounters your idea.

If it's a powerful idea, the listener goes through a standard path, if any of you have listened to lectures or understand marketing, this acronym AIDA, that is activation, interest, desire, action - attention, interest, desire, action. But the listener does not automatically go through this path by himself. We lead him through it, and the most interesting thing is what happens to the person during this path. As a metaphor, we use the action of a computer virus.

A computer virus penetrates

through protection, intercepts control, cancels all priorities, gains access to resources, and redirects them to its task. A computer virus makes you execute the implanted program and successfully fights attempts to regain control.

A good idea must produce exactly the same effect if you want to achieve a targeted action or behavior from a person. If the idea is a kind of virus, it needs to be uploaded into the person. And for this, we will use a more universal term - to sell. Everyone has heard the phrase "I bought this idea". This approach has a lot of practical perspectives, and it can be applied to any product. We move away from the somewhat sacralized word "idea", and approach more pragmatic definitions: product, value, sale, and so forth.

Engaging people in the orbit of your idea is a kind of deal. You offer someone to support the idea in exchange for a promise to receive something valuable. What is that? What do people get when they buy such a specific product as an idea?

Obviously, people gain some sense, some status, interest, challenge, reward. In a broader context, people buy a change in their lives. And not just a small change, but a transition to another level. That's if it's a big idea. But that's not all.

The embodiment of an idea is always a quest, an adventure with obstacles, puzzles, tasks, the need to find partners, build connections, collaborate. The process of embodying an idea can be seen as a role-playing game in which we level up the character, go through conditional dungeons, fight bosses, try to find ways out of dead ends, usually under conditions of time and resource scarcity, risking losing what has been accumulated or there is hope to find treasure.