alcramer [Alfredo Cramerotti]

Edgecraft

Posted in Thoughts.Coaching by alcramer on May 3, 2008

Ok, I got a crush on Seth Godin’s insights. This one you can find here. It’s about Edgecraft, which – according to him – is an iterative process that is much easier for an organization to embrace than brainstorming. Off we go:

It’s a mistake to try to champion much beyond your reach.

There are hundreds of available edges, things you can add to, subtract from or do to your product or service. Find an edge and go all the way to it. Going partway is time-consuming and expensive—and it doesn’t work very well. Going all the way to the edge is the only way to jolt the user into noticing what you’ve done. If they notice you, they’re one step closer to talking about you.

It’s all marketing now. The organizations that win will be the ones that realize that all they do is create things worth talking about.

And another little bit from the same book:

It’s not that people somehow lose their ability to be creative when they’re in an environment in which they feel safe. It’s that they ignore the creative ideas that naturally occur to them and fight the changes championed by others.

They like things the way they are, and they can’t resist the urge to defend the status quo. The challenge of the champion is to help people who are already creative to take advantage of their talent. By selling the dream and fighting the status quo, we can free people who have been lulled into a false sense of security.

And again:

You only have one boss, and if she doesn’t believe you can do it or that it’s worth doing, you’re stuck. If you can’t make the fulcrum work in the eyes of that key decision maker, your work is much more difficult. But there are hundreds of sources of capital in the outside world, and when you approach them as an entrepreneur, you’re more likely to have the posture of the champion. They want to believe that you’re the person who can do this, and thus you’re more likely to persuade them that you’re the guy.

That doesn’t necessarily mean the answer is to go outside and start something new. It means, instead, that you and your boss (or your co-workers, or your employees) should sit down together and figure out which parts of the fulcrum are out of whack.

Dramatic changes. Things that may very well be unattainable. Things that require not incremental improvements or changes, but significant quantum leaps in the way you organize, create and deliver what you do. If you can’t find a scary edge, then you haven’t found an edge, have you?

No use going to an edge that all your competition is going to as well. That’s not an edge. That’s the middle. Growth only comes from the leap to the remarkable.

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