1A: Convincing idea

On the concept level of a start-up the first important element is a convincing idea. It is this that convinces investors, possible clients and also future employees. Sometimes the creator of the idea or the owner tells you the value proposition and you immediately understand and/or recognise the possible brilliance of this. But what makes it a convincing idea? I think there are three important elements.

The best ideas are simple, not depending on the person who explains it, but solely on the immediate understanding. The why, how and what are clear. The question which is often asked is; why didn’t I think of it? The problem it solves is clear, or the needs it fulfils is clear or even the complexity is immediately understood. Sometimes also the design explains a lot of the immediate understanding.

Obviously the new service of product has to gain value to the customer. There’s a reason to buy. The advantage it brings to the customer is understood and can be explained by the listener. Sometimes the value is objective and is not depending on the brand, the developer or the company. This objective value is the highest level.

People identify with the service or the product and are seeing themselves using it. They are defining advantages or situations in which they would use it. This emphasises the power of the service or product. This means also that the first customers become immediate ambassadors.