A very clever phrase, if you ask me. Following the Wikipedia definition; “an idea is a concept or abstraction formed and existing in the mind. The human ability to contemplate ideas is associated with the ability to reason, self-reflection, and the ability to acquire and apply the intellect. Furthermore, ideas give rise to real concepts , or generalizations of the mind, which are the basis of any kind of knowledge, whether scientific or philosophical”.
So why do we say they rule the world? “Everything you see and touch was once an invisible idea until someone brought it into existence” – Richard Bach. Like a dream, an idea wells up in the mind, flies in our brain until it is used or naturally fades away. The uniqueness and power that sets any successful business or individual apart begins with the kinds of ideas they come up with (usually influenced by their mood, environment, and situations).
It’s not enough to have an idea, but it’s a good start. To create a business, you need to have an idea. Then once you’re in business, you’ll need more ideas for design, engineering, capacity building, marketing, creative problem solving, customer retention, etc. Day after day, you would need to think and come up with new creative ideas to support existing ideas. The fast pace of change and the current ease of new entrants into new markets due to technological advances leaves no time to neglect fostering and nurturing ideas. The success or failure of a business can depend on a single idea or on the moment.
Most companies aren’t short of new ideas, but they are short of ways to evaluate, prioritize, and execute those new ideas. For example, IBM was around when Dell took advantage of the Internet and started selling computers online. Dell Computers had “an idea” that IBM lacked, and by developing that one idea at the time, Dell made MONEY and a strong brand. Ideas not only bring you out of your shell, they have the power to creatively highlight you.
Find great ideas? Basically, ideas are born from combining existing ideas to form an invention (eg “car” and “kitchen” = “mobile restaurant”). Companies should enthusiastically welcome new ideas and suggestions. Given enough attention to an idea, it can become the hero of the town, the next big marketing campaign, or even the perfect incubator for your next innovative product or service.
There are several cases in history where great ideas were born and have been successful:
Finding solutions to a need gave rise to Crayola brand crayons, which began as a need for a kid-friendly school tool. To improve his Garment Care business (another laundromat or better yet a “glorified laundromat”), he embraced Alder’s “brand” concept and success, we can tell. The famous Mark and Spencer wanted to be different from other retail stores in the UK; Today, miles away, the Igbo* boy in Tejuosho* market sells with phrases like “this is original, like Mark and Spencer.” Post It Notes was created from the “failures” in a series of experiments trying to create a heavy adhesive. Adapting to change has helped Madonna (the world-renowned singer and businesswoman) keep a firm grip on her legion of admirers. Despite all the criticism surrounding her career, by incorporating the latest in dance, music and trends into her own style, she has managed to retain her stage space in the entertainment industry for decades. I remember banking in Nigeria was also very boring before Bond Bank (then)* and GTBank* changed the game thanks to Alder’s consultancy. The lists go on and on.
To build a strong brand from companies or individuals, you must have a unique story to tell. The Einsteins, Gates, Dangotes*, Bruces*, Modelas* all made it because ideas rule the world!
(*Note: this article was written from the perspective and languages of Nigeria).