Funny how some weeks you see lots and lots of the same pattern. As if the universe is trying tell you something… The one I kept noticing this week in BizDev conversations was one of the most common roadblocks I see folks confronted by in Business Development. Namely being “stuck with the facts”.
Now there is nothing wrong with facts or descriptions. That is unless you are trying to do BizDev 🙂 For BizDev we need messages, we need to arouse emotion (emotion drives action), we need to convey the essence of what we are trying to get across.
Once folks are stuck in this descriptive place there is no easy way out. The logical parts of the psyche are in control and the logical parts of the psyche don’t like anything that’s not logical 🙂 Like creativity or seeing the way out of the logic trap 🙂
But there is a great Brain Hack. A way out of the cul-de-sac of prosaic and unsexy explanation…
Most of our brain’s sensory processing is visual – we are visual creatures. It’s just that decades of social conditioning has narrowed us down to visual processing of tiny fixed squiggles aka words. If you are an artist or designer maybe you avoided being narrowed down to the linguistic gully but most of us didn’t.
If visual is THE ne plus ultra of using your brain’s hardware horsepower, THE great software hack is stories. Stories have been big in marketing in the past decade (a zillion books on amazon). But that’s just the froth. They have been big for 50,000 years 🙂 or whenever it was we first started talking about what those folks next door just got up to. We are primed for stories.
So THE way round creativity block, THE way to hyperspace out of the logic cul-de-sac is to doodle, to scribble a mini-story-board. A narrative. A little story. Easy eh?
Well yes apart from the fact that many of us were told we were “no good” at art at school. And in my case it’s true – I was not and am not 🙂 But this is just a blockage. Bury your art teacher! The point here is not art but creativity – finding the deeper, underlying truth that once you have it you can easily verbalise.
So let’s give you an example of (a) the fact that I absolutely can’t draw (my kids rightly say I can’t even draw stick men 🙂 ) and (b) how simple this can be.
Some time back I was wondering what I really did. Not at the prosaic “I do BizDev consulting for..blah blah blah.” But the underlying pattern. With this underlying pattern one can then see the emotional component to the value add that one is marketing and selling.
So I scribbled some mini-narratives:
Actually my favourite sketch at that time wasn’t any of the above but this one below. This client is a friend to this day – I think you can see why…
Don’t consign this to the “another factoid in the head” box – try it out!
It really helps discover stuff and – as above – it doesn’t matter if, like me, you “can’t draw” – that’s not the point. The point is to use your brain to discover the underlying real value you are adding.
Once you have nailed that the words come easily.
Let me know what you think – or more importantly how you got on doodling stories 🙂