Make Your Idea Matter: Stand out with a better story

So begin everything from where your audience is. Set out to deliver to them the feelings they want to feel. Your idea must matter to them, not just to you.

If your business has a virtual home online, make it the place where people come to be inspired, motivated and educated. As the guys at 37signals would say, make it the place where you generously “out-teach the competition.”

The opportunity to turn a ‘404’ error-message Web page into a well-designed moment is open to everyone.

If you want people to act, you must make them feel.

Your fabulous, worthy, well-thought-out ideas might have logical foundations, but logic is not what will convince people to rally to your cause or click the “Buy Now” button.

Every brand is built on the feelings and experiences it delivers to customers in the blink of an eye. Returns should be made as easy as purchases. Cancelling subscriptions should be as easy as signing up. It rarely is.

If passion is your master.

If permission doesn’t get in your way.