Being there at the start of a revolution is undoubtedly great for a brand. Think of American Apparel’s movement for socially responsible manufacturing processes, Apple’s wave of successes following the iPod, or even Barack Obama’s unprecedented victory on Tuesday.
The problem is, how does a revolution start? In my opinion, it comes down to this simple flow:
- A public problem is identified
- That problem is solved — simply, informally, and effectively
- An early solution gains popularity (often because of the three criteria above) and breaks ahead of the pack
With this flow, as with all life, there’s an element of chance (in case you can’t tell, it’s item 3). The good news is: you can control items 1 and 2. I’ve already written about identifying problems, and Kevin Kelly wrote a brilliant piece this summer about finding solutions.
There’s one issue left to be discussed, though:
If you identify a problem, a real problem in your mind, that the public doesn’t already accept as their problem… how can your revolution move forward?
My simple answer: first, convince people of the problem’s existence and importance. Don’t promote your solution just yet… otherwise, it will reek of disingenuity. Once people see the problem, your solution will be front and center. And if not, you can put it there when people are ready.
Whew… that’s easier said than done. I’ll be back on Friday with ideas of how to convince people of a problem’s existence. Until then, put yours down in the comments!
