I was taking a regional jet home from Bentonville on Friday when the lady next to me started the typical airplane conversation. Once she learned I was in advertising, the conversation quickly shifted to how I could improve her family business: dial-up Internet service provider.
She joined her brother in the venture fifteen years ago (when it may have been a good idea to do so), but lost interest. She wasn't passionate about what she was doing or why she was even involved... but she needed a solution. To her, I was that solution.
And I was surprised how quickly I was able to help her out. Reframe the business, and provide new opportunity. In addition to dial-up, they also acted as brokers for high-speed services... why couldn't they act as a broker for all services?
Instead of advertising in phone books (the only place they were spending money), why not shift to new-mover packets with the post office... And instead of just offering Internet, help set up everything: Internet, phone, electricity, gas, city utilities, etc.
I then suggested she read Alex Bogusky and John Winsor's new book Baked In.
I was realizing for the second time that week, that most problems just need a fresh perspective. "Get out of what ever business you think you're in" is just one of 27 (I think) ideas in the book (I'd check, but I've already loaned my advance-copy out).
The beauty of the book is that it is so simple. So simple, in fact, that the content almost seems obvious. But this is great news. It illustrates how great ideas can transform products and have astounding results.
But the best part of the book is that it is more than a book. It is a hub for conversation. At the end of the first chapter, it instructs you to get online and join the conversation. Share ideas. And inspire others.
After that, each section is given a #tag. So that conversations can be tracked on twitter. They actually created a product that markets and sells itself... which may sound nefarious, but actually proves every point they make in the book.
