YOU’RE STANDING AT the entrance of a trade show, the vast sea of vendors at their booths before you. But no matter what you spend on merchandise, there is something more valuable — and more elusive — waiting for you out there: an idea!
Here’s a guide you can use at the next trade show to discover the spark of genius you’ve been looking for.
Prep Phase. Reflect and answer this question: “What is the biggest pain you’re experiencing?” (Think in terms of dollars, time, or both.)
Plan A.1. Consider a fellow leader you know who does not suffer from that problem. Set a time and place to talk with that person during the show.
Plan A.2. Ask that person this question: “Who helped you solve that problem?” Notice we didn’t ask this person to solve the problem. We are looking for a reference from them regarding who taught them how to solve the problem. They may cite a mentor, a book, a class, or even a company they worked with. Somewhere along the way, this fellow leader got help. We want their source.
Plan A.3. Repeat steps A.1 and A.2 a couple more times with other people. See if you can find several great references instead of just one. Once we have those references, we’ll hunt them down and see if they can solve our problem, too.
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But maybe you can’t think of someone who has your problem beat. Go to plan B.
Plan B.1. Search for consultants in your trade group or at the show who address your problem. Plan to visit with at least three of them.
Plan B.2. Ask these consultants the same question: “Who helped you solve this problem?” They will talk about their background, experience, education, and most importantly, their mentors. Take note of the names they cite who influenced their approach to solving that problem for their clients.
Plan B.3. Before jumping into a service contract with them, look up the names they referenced. You will learn a lot about a consultant by learning who their mentors were and are. Learning where they gained their experience will also help you figure out if that consultant is right for helping you.
The theme in both of these plans revolves around people. The solution to your problem (and the next big idea) lies in the people you have yet to meet.
