Te “AH-HAH” moment I love this definition of the entrepreneur: Entrepreneurs are about loving their journey, not their destination.
What appeals to me most is the image this evokes, the entrepreneur as an adventurer, sailing into uncharted waters without a care in the world, simply hoping for fun and excitement. As an avid backpacker, I can identify with this. Te definition also distances the entrepreneur from the typical small business owner, who though no less commendable, is more likely to be rooted, feet planted firmly on the ground.
So what does this have to do with this month’s theme, the sound of innovation?
MOMENT On their continuous journey entrepreneurs are not given to a single “AH-HAH” moment but rather a series of them, each followed by a thirst for more. What is interesting is the fact that this is in contrast to the general perception, in which the entrepreneur has a brilliant idea (the “AH-HAH” moment) and then goes on to become wealthy, possibly featured on the front of WIRED magazine. But I would argue that the entrepreneur is being confused with the inventor. It is the journey, not the destination that drives the entrepreneur.
What is most important for the entrepreneur is not the self-proclaimed “AH-HAH” but getting it to escape the lips of customers and investors. It is here that the
42 IT IS THE “AH-HAH”
journey becomes a bit more structured (unlike my backpacking) and it is advised to have some kind of map. Tis map needs to point out the various paths that will not only produce “ah-hah” moments in the mouths of customers and investors but will also turn these moments into sales or investments that sustain the journey.
Now you may be asking yourself, where can an entrepreneur buy such a map? As far as I know there is not one for sale and if there is, it is probably more likely to get the entrepreneur lost. Te map I am referring to is unique to every entrepreneur, based on their individual personality, product, or service.
So before the entrepreneur sets off (if already underway, they should throw out the anchor for a spell) it is wise to map out the paths that will lead to “AH-HAH” moments. Here are a few tips to get the entrepreneur started:
- Focus on the benefits, not the features, of the product or service
-
Find out why similar products or services didn’t produce “AH-HAH” moments
- Know the customer(s) and what it takes to evoke “AH-HAH” moments.
With map in hand it is back to doing what the entrepreneur does best, setting their own course. Wishing them all a pleasant journey.
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