The path to success is not simply determined by the ability to have great ideas. The capacity to understand their relevance in the world, to customers, (real people) and to sell that, is what makes a product, service, cause or idea fly.

The MP3 player is one of the best examples of a situation where being first with the idea didn’t matter one jot. Lots of people came selling their tech and spec before Apple launched the iPod. They just didn’t tell a compelling story. People can’t fall in love with 32MB and user interfaces.
But “1000 songs in your pocket.” Now that’s compelling!

The path to success is littered with great ideas poorly marketed

Compelling is empowering people to take action.
“You’ve got to get on the phone and take the money out of your pocket. Don’t go to the pub tonight. PLEASE! Stay in and give us the money. There are people dying NOW! So give me the money.”
Bob Geldof on Live Aid

Compelling is telling people to, love where they live, rather than asking them to buy your flat pack furniture and a red cushion they probably don’t need.

Compelling is Mickey balloons on Main Street at dusk.

And compelling is you amplifying your passion enough to tell people why you’re different and what that difference could mean to them.

Image by Samantha Decker.