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Having an idea is easy. Your brain has them all the time. Everyone does.

You just see a situation and think of the solution. The bigger the problem is, the bigger the opportunity. Every day you will think of new ideas.

You can either have ideas that solve problems or delight customers; that create new experiences or simplify old ones. Your ideas might give money back to the world in savings, or it might change the world in the way we spend our hard-earned resources.

All ideas have to be created – but not all are created equally. You will have millions of ideas, ranging from conscious thoughts to subconscious notions. Some ideas form habits, others are breathtaking and genius. Some ideas are transferable and cross-cultural, while others are ground-breaking and change industries forever.

Idea creation is as old as humans themselves. Seth Godin, one of the best marketers of the past generation, likens ideas to viruses and thinks you should create ideas that can be easily spread. He also believes that a good idea really should be remarkable and so he describes them as ‘purple cows’ – the more traditional cows disappearing into the background as soon as we see too many of them. Just like ideas.


"A new idea is first condemned as ridiculous and then dismissed as trivial, until finally, it becomes what everybody knows." 

- William James (1842-1910; American philosopher and psychologist)


Most people you meet are employed by someone else. A shocking number of people don’t control their own destiny and get paid to give up on idea creation. Yet most of them still have great ideas. But their potential for turning these ideas into reward is diminished.


To help create new ideas, which are the seeds of greatness you, should do the following:


  • Realize that every idea has value
  • Realize that ideas often evolve from knowledge and learning. The more informed we are, the more we can ‘see’ new opportunities
  • Become an opportunity spotter
  • Make sure you’re opportunity-taking
  • Think of the world in the terms of ‘future now’


"Don't wait till things are perfect just launch and iterate from there. You cannot underestimate the power of pressure and innovation to overcome the issues you can only discover by actually getting out there and doing it." 

- Colin Beattie (Managing Director of Tuxebo Limited)


Consider by analogy that you want your ideas to be as great as ice cream. Just realize that they will not be necessarily liked by everyone (just like Ben and Jerry’s.) Some ideas are like vanilla and so liked by most - these are basic, plain, cornerstone ideas. It is this beginning that, when given a twist, can really be a good idea.

Taking something from someone else and making it better is a great idea waiting to happen. As Steve Jobs from Apple famously said: “Picasso had a saying; he said good artists copy, great artists steal. And we have always been shameless about stealing great ideas”.


Ideas are continually taken, adapted and improved.



Some ideas are simple. Some are great for changing things. Some defy the status quo. The best have their customers at their heart. An idea to start a hairdressing salon can be just as great as a new iPhone app (in fact, the latter tends not to work out, whilst the former has a greater rate of success). An idea should be customer-focused from the outset, with a defined market place.


Douglas Miller states in his book – Brilliant Idea – that for a great idea you need to have the following 4 E’s:


  1. Engagement: To be involved in the moment - in the present
  2. Emotion: Passion and determination
  3. Empathy: Understanding the world from another’s point of view (POV)
  4. Effort: Not just passing grade effort – real 110% effort


Your ideas should come from your values, align with them, and then change the world. Your world. The small world of your niche customer base, or the large world of infinite opportunities in the mass market.





Opportunities can be found in many ways and in many places. They can be related to the entrepreneur’s interests and hobbies and his/her previous work experience.



  • Combine your idea and your values. It is this combination that produces wonderful things.
  • Listen to the world – it’s telling you what it wants.
  • If you dream BIG, make your idea one you can scale. And remember big is not as good as being great.
  • Make your idea remarkable to someone. This gives you a chance in the modern world.
  • Small is the new BIG. So think about your niche rather than your clichés.
  • Think about your end goals. If you don’t need a million pounds, why create a million-pound idea?




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A part of this content has been kindly provided by the authors of Make Your Passion a Success which can viewed in full here - 



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