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100
Ways to Kill a Concept: Why Most Ideas Get Shot Down
tM
By Michael Iva
tM
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Everyone has ideas. “Cogito Ergo Sum.” (I think, therefore I am.) ~Rene Descartes But ten wat? Fo som, i is ogh o hav h ida. B mos popl a’ saisd by h m ac o hiig. Isad, hy wa o p hos idas o wo. So, hy d o psad somo ls o mbac hi wod idas i od o hos idas o b accpd ad bcom a aliy. Bsisss psad csoms, bosss psad mploys, poliicias psad ciizs, m psad woma, mohs psad ahs, wivs psad hsbads, child psad pas… o vic vsa. I , copoaios ad govms ad collags ad ids ad sibligs psad ach oh. Ad somims, popl js hav o covic hmslvs. A som lvl, vy hma is ivolvd i h gaio o idas ad h h soliciaio o hos idas. Mos o h im, somwh alog h way, a pso’s ida gs chagd bo hi cocp asacio is compld. Somims hi cocp livs ad volvs, b mo o i dis. Oc a cocp is cocivd, psadig somo ls o by io ha cocp sally cass ay o h ollowig cicmsacs o happ (paiclaly i bsiss, maig & sals, h as, scic, govm, ad ay pial v)…
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1.
th boss wo’ go o ha.
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th lawys wo’ go o ha.
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th accoas wo’ go o ha.
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th cli wo’ go o ha.
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th salspopl wo’ go o ha.
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th ivsos wo’ go o ha.
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So ad so wo’ li i.
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I’s o s.
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I wo’ io o sysm.
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W’ o ady o ha y.
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I do’ hi i will wo.
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I do’ dsad.
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Do yo dsad?
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Will ayo dsad?
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Wha will hy hi o ?
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I’s poliically icoc.
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I’s oo complicad.
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I’s oo la o ha ow.
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19.
I’s oo psiv.
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W’ll los moy.
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Why?
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Wha!?
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Who says?
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nobody will wa ha.
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Wh a yo comig om?
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I ca’ b do.
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Hav h commi viw i.
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L’s do mo sach.
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L’s a a vo o i.
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L’s play dvil’s advoca.
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I’v v had o sch a hig.
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W’v alady id ha.
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tha’s b do bo.
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I’s o how w do higs h.
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W’v v do ayhig li ha.
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36.
W’ll g bac o yo.
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tha’s a sbjc o aoh mig.
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I cas mo poblms ha i solvs.
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Sods li oo may poblms.
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tha oly solvs som o h poblms.
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tha’s goig o cas poblms.
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H w go agai.
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tha’s i, b . . .
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Vy isig, b . . .
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I dsad, b . . .
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I lov i, b . . .
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Ga ida, b . . .
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Ys, b . . .
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Sods simpl, b . . .
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B . . .
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I’s js o o s.
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ty agai.
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tha scs.
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nds mo pizzazz!
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I do’ li i.
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Hav yo hogh i hogh?
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I wo’ sll.
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Mayb im.
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Aoh day.
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Wha a popl goig o say?
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Popl will hi w’ s!
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tha’s BS.
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B alisic.
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How abo his isad?
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G a gip!
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A yo sios?
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tha s m o!
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th cli is oo libal o ha.
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th cli is oo cosvaiv o ha.
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Wha ls do yo hav?
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So!
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So wha?
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Oh . . .
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Oh?
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Oh, ally!
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G al, i’s o asibl.
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Sods cazy!
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nobody dos ha.
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A yo iddig m?
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tha’s oo o h wall.
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Yo ca’ ag wih sccss.
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Yo ca’ gh Ciy Hall.
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W do’ hav im o do i.
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L’s o ach byod o gasp.
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W’ ovdd alady.
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L’s wai ‘il w s h mbs.
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87.
Yo’ poposig wha?
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L’s o oc h boa.
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Silc.
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Lagh.
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Boos.
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Wh did ha com om?
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I’v go a b ida.
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Hy, h’s a cssio goig o.
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W’v v do ayhig li ha.
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th pss will ill s.
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tha’s o yo dcisio o ma.
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W’ll sp o oo may os.
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Js lav i o m; I’ll a ca o i.
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Yo cold los yo job o ha . . .
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WHAt PeOPLe reALLY MeAn tO SAY, SAY, But WOuLD neVer OPenLY ADMIt IS… tHeY Are InnAteLY AFrAID. AFrAID OF AnYtHInG t HAt IS neW, IMPrOVeD, IMPrOVeD, unIque, DIFFerent AnD/Or AnD/Or Bet ter (AnYtHInG tHAt ACtS LIke A C At AtALYSt ALYSt FOr CHAnGe) AnD/Or AnD/O r tHInGS tHeY Are nOt FAMILIAr WItH AnD/Or AnYtHInG tHAt AnnOYS, tHreAtenS, Or HArMS t HeIr eGO, StAtuS, StAtuS, POWer, Or LIVeLIHOOD.
Bcas o hi a, i is so mch asi o mos popl o say ‘nO’, ah ha ‘ys’ o yo cocp. I is dsadabl ha hy wa o i, o chag i, o add o i, o sbac om i, o wa i dow, o ma i lss simpl-dic-ad-o-h-poi, o p hi ow impi o i, o y o ma i mo covioal, o mo amilia, o mo sa, o js p h sas o. Popl a aaid o volio, placms, sbsis, ayhig ha is wih hi pas loyalis o mods opadi, o coachs o hi sl, spcial o vsd is, o ocs hm o giv p h bid i hi had o h (di) bid i h bsh. I is also assig o som popl o a h daig pa o o a cocp ad gid h ogh dgs, h sadpap i o dah. Osca Wild p i his way: “A cocp ha is’ dagos is hadly woh callig a cocp a all.” I is o h shocig pa, h ighig pa, h ow lm, h lm o is, which mas a ga w cocp i h s plac. (no oly do hs sympoms apply o h ifc ohs hav o yo idas, b also h ifc yo ov yo ow idas, wh ‘ida-sicid’ casd by yo ow sl-dobs ad isciis ifc yo dcisios abo yo ow idas ha gid ad om yo li).
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WHen It COMeS tO GenerAtInG GreAt COnCePtS, AnD tHen SeLLInG tHOSe COnCePtS tO WHOMeVer SO tHeY Are ACteD uPOn A nD HAPPen, Here Are keY InterreLAteD PrInCIPLeS YOu neeD tO COnSIDer AnD utILIZe:
1. Everyone as to serve someone else to ultimately serve temselves. this picipl maiss isl by wha all bys o idas say o hmslvs, “So his ida o yos is goig o do wha o m? Wha’s i i o m o mbac yo cocp?” Which, i oh wods, mas w all hav o ‘giv o g’ (which is js aoh way o pssig h ivsal picipl o ‘cas ad c’). 2. Te ieas tat we ‘give’ (suggest) must be of interest to te receiver… before tey notice, accet, or buy into our concet. th om ad cio o vy cocp…ms asla io val ad bs o h civ. Cocps ms also l igh. thy ms b js, ai, ad good o h civ. ulimaly, h cocp somhow has o ma ss, by claly dmosaig ‘h wha’s i i o m’ b; so i is somhig h civ ca la o. I’s all abo addssig h civs ‘sl-is.’ to aac ad psad somo o mbac yo cocp, h ms also b somhig i yo cocp ha povids h civ wih wha hy wa o d. Somhig ha will hlp hm; i ms hav iliy, solv a poblm, asw a sio, allow hm o s plas o avoid pai, hlp hm h ad gah, sviv ad posp…o hy will o by io yo cocp, Or hy will oly by io yo cocp oc, AnD v giv a wod-o-moh dosm abo i o ohs d hi ifc.
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Boom li: ‘caiviy ms b sd o h cocp’s sa’…nOt ‘caiviy o yo go’s sa.’ All caiviy ms b ocsd o ca a viabl ad woabl solio ha cas val o h civ, nOt js a “go-ip” o h ida cao. A cocp ha dos o, o cao, povid ay o h aomiod aibs is bod o di o b chagd (il i ca povid h civ wih somhig hy wa o d). this is o o h mai asos why h vas majoiy o mos cocps di o d p big wohlss. 3. Never forget tat tat ‘effective ersuasion’ is te KEY resolve require to translate translate a sensible concet into reality (to make it aen). Ieas an concets o not sell temselves. I o way o aoh, sbly o blaaly, i som way, shap, o om; ‘vyhig has o b sold s…BeFOre i is pchasd.’ I as ‘civ psasio’ o asla ay cocp io aliy (o ma i happ). ths, vyo who gas cocps ms ALSO hav a p-dmid ‘why his’ aioalizaio o hlp sll hi cocps. PLuS, hy hav o la how o ‘sll hi cocps hmslvs’ o ‘g a salspso o sll hi cocps’. Wh yo ca o sll yo caios, go wih wha yo l isid, yo hos moios. ty o cap ad covy hos moios o yo adic, so hy ca l hm oo. P hma-ohma ligs. this is wha commicas ad slls b ha ayhig ls. this is wh h magic lis. Do poply, h is o om o sllig ha is mo powl. 4. Te single greatest enemy of concet aroval is te lack of ‘iscernment’ on te art of tose wo evaluate an arove concets, simly because true iscernment is te ‘rarest talent’ in te worl. ‘th abiliy o jdg wll, owig wha is good o igh wh o ss i’ (big abl o ma isighl ad discimiaig val jdgms bw wha is coc ad wha is o). this allows o o s ad d ‘val ais’ i idas, cocps, appoachs, ad h popl who cociv hm. . . i is somhig mos popl simply do o ss, ad hs cao lly dsad o do.
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5. Iea eole must silently ‘care’ an ‘not care’ at te same time. Yo shold ca abo wha is impoa o yo, b o ca abo wha oh popl hi, ohwis hi a ad caiy will da yo. this picipl v applis o hos who yo a yig o sll yo cocp o, bcas hy migh hav a ss o wha hy wa, b o cssaily wha hy d. 6. It is easier to sell a sensible concet, tan a bogus concet. th b yo cocp is, h asi i is o sll. th bs way o ca a ga cocp is by cocpalizig ad ilizig ‘CreAtIVItY’.
unDerStAnD AnD utILIZe tHeSe COre PrInCIPLeS OF Cre AtIVItY: •
Caiviy o sd is wasd. Caiviy paially sd is paially wasd. Caiviy lly sd is sccss byod mas.
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to b caiv, yo ms b yosl. Who yo a. Yo psoaliy. Yo poi o viw.
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Caiviy is a a, nOt a scic.
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no js mas, o igh ow.
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Wh somhig, ayhig, is do wll ogh o lva i o a a om…ha is big caiv.
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Caiviy is a lo li gpowd. I is compisd o big lms ha do ohig, il hy a combid. Maig somhig ha v isd, com o li.
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Iiig io h who, wha, wh, wh, ad why…is pa o how h caiv pocss is codcd.
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th mid ca gla, gov, ad cool billios o higs i o bodis a ay poi i im; b h mid ca oly hi abo o hig a a im. Discipli ad ocs yo mid o b mo caiv.
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Idiyig ad dig h poblm…hlps o d h solio. Asig h igh sio… hlps o val h coc asw. (this is a way o big caiv, ha ayo ca do).
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Yo ca’ ba o havig a good im. F ca also b a sios psi, li big h basis o yo vocaio. Popl lov . Popl who lov wha hy do a highly moivad by hi dsi ad hsiasm; which will lad hm o b mo caiv i big hmslvs ad hi op. Wh yo do wha yo lov, yo lov wha yo do; ad i shows. Yo joy yo job mo ad bcas o yo job saisacio, yo a moivad o do mo ha ohs do ad cosly do i b. Wo, wll do ad do o h bs o yo abiliy, is o o h mos gaiyig o all hma pics, ad h bs o all vioms o ca ad sll idas i.
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Imag is a impoa compo i caig ad sllig a cocp. Yo cocp is pdicad o, ‘wha yo say ad how yo say i.’ th c o bldig hs wo igdis, is h imag o yo cocp, i’s sih ss. I is o o h mai higs popl mmb abo yo cocp ad how hy shap o om hi opiio abo i. Imag cas h appo yo hav wih yo adic. Imag is h y o yo cocp’s sccss, ad i h d…imag is wha yo cocp is i yo adic’s mid. th wold is govd mo by appaac ha by aliy…cocps a wha hy appa o b. tho, pcpio is vyhig. Wha yo cocp appas o b is mo impoa ha wha i ally is.
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Caiviy’s iliy ad vsailiy is ivsal. I wos wll d all codiios…good ims, mdioc ims, o bad ims.
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th a wo aliis ha sally dmi a caiv psos poial…ciosiy ad dmiaio. th cios la, gow, ad dvlop poial. th dmid hav h solv o ovcom h obsacls hy co o hi way o lllig hi poial.
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Caiviy is abo havig igiy.
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A y pa o big caiv is owig wh somhig is ishd. kowig wh o sop.
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I is impoa o b a galis, who spcializs i caiviy.
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Fomla ad as a lo o sios. th la how o lis, so yo ca ha h asws. qsio. Lis. La. udsad.
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th sc o podciviy i caiviy is h limiaio o was. kp i simpl.
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Zig wh ohs zag, o vic vsa. I wos. Ay im h vas majoiy o popl mbac a paicla poi o viw, hisoically hy hav pov hmslvs o b icoc, mo o ha o. B di- y lva.
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Bliv i magic. udsad ha magic is a igdi od i all ga cocps.
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ty o bcom a caiv pso who dsads hma a, psychology, sals, maig, bsiss, ac, disibio / logisics, ad svic. B id ad ic alog h way.
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Wh o pso says somhig cao b do, i is sally ipd by aoh pso who has alady cad a way o do i.
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Caiv oppoiis a o disgisd as sios ad poblms.
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Caiv cocps hav a pic-val laioship. I always has somhig o do wih h moy. Do o l ha b yo dow all.
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evyo wods i a cocp will wo, i i will do wha i is sppos o do. thy also woy abo is li pcacy.
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Compiio i h maplac is o a ac o aggssio. Yo wa o wi ad so do ohs…boh o yo hav ha igh. Caiviy is o o h las lgal mas o gaiig ai
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advaag ov yo compiio. I is always b o osma yo compiio ha o o spd hm o y o ov pow hm. •
I is amazig how caiv ad podciv popl ca b wh vyo gs a sha o h cdi.
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Yo sop big caiv wh yo sop doig h higs ha mad yo caiv i h s plac.
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Big ”Poliically Coc”, o “M too”…is nOt big caiv.
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na givs all o is cas somhig i o allow hm o h ad gah, sviv ad posp, s plas ad avoid pai. Maid was giv caiviy.
7. Breaktrougs, innovation, an great ieas are often te cilren of mistakes. Do o woy abo maig misas, bcas: A. Misas happ. B. Accp misas as pa o h pocss (la om yo misas ad h misas o ohs). C. ty o o ma h sam misa wic. D. ty o o ma big misas. e. th com o dsad h boom li, hos who ma h ws misas wi. 8. Factor te following reality into ALL of your concets an actions… eole toay are “time-oor” an “energy-raine”. ths lisyl dyamics ac vyo’s aciviis ad dcisios o som dg. no o has h im o gy o ally g o ow ayhig opsoal, hooghly. ths, popl gally omla hi opiios ad jdgms by fig assssms om h sm oal appaac (imag) o h siaio o opic a had. 9. In most situations, wen creating your concet an selling it, remember tat being overly safe, is risky. th sa somhig is, h isi i is. I yo do o a a chac, yo will o hav o. “th gas is, is v aig o”. Yo hav o limaly “is ail ad sviv sccss”. th is o sch hig as say ad sciy i his wold o os ayway, so b calclad wih yo iss, b v b aaid o a hm.
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10. To ararase someting te ilosoer Artur Scoenauer once note about trut, wic often alies to selling a great concet, “A ga cocp passs hogh h sags wh i is w: Fis, i is idicld. Scod, i is violly opposd. thid, i is accpd as big sl-vid.” 11. Wen a lot of eole are involve in making a ecision, tere is a greater likelioo for CONFORMITY. Yo hav o hav caiv-cool ov yo cocp o ca h possibiliy ha i ca happ. tha allows yo o ma i wo. Fig o how o cool yo cocp o b abl o dmi i’s dsiy. 12. Utilize any form of LEVERAGE you can to el sell your concet. Sch higs as, b o limid o: •
Yo pic, lva cas hisois, poolio sampls, ampls, o ay pas sccss; ayhig ha says, ‘yo did i oc, yo ca pobably do i agai.’
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Yo dcaio / aiig, al, sill, visio, apid, hsiasm, o dsadig; ayhig ha says, ‘bcas o his, h is a good chac o doig ha.’
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nwo, s yo coacs o hlp yo ma a cocio.
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Palay o h oio ha somo is goig o do his soo, i migh as wll b s.
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evyhig cosciv ad posiiv ha bilds cdibiliy, blivabiliy, o eStABLISH truSt, h boomli ad mos impoa lm dd o ally ma h sal.
13. In ALL cases, ave te correct minset to ut yourself in a osition, to give give yourself an oortunity to revail. Yo MuSt b hopl ad hav aih ad bli i yo cocp. I yo do’, who will? I also hlps o hav a moivaioal mal hs ha ‘yo hav somhig o pov’ o somo, o a ‘I old yo so,’ o ‘I’ll show yo’ yp aid, lig yo owad movm.
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udsad ha h pocss as im o happ ad hs caiviy ad pcio ad h sll hogh, do nOt all happ a h sam im. Alog h way yo WILL d solv (dmiaio, div, dsi, discipli, cosiscy, psisc, ad silicy) o do whav i as, whav is cssay, owig ha h is always a way as log as yo v i o v giv p. Yo ms sa wih a ssibl cocp ha impas val, woh, ad b; so as o ma ss o whomv. (I bsiss siaios, i shold ma ss o a big ogh sgm o a big ogh ma o ma i asibl o podc o c). Wiho his yp o acio compo ohig will happ. Wiho his yp o acio compo yo cocp is d. Do’ js hi abo i. . . do i. 14. In my worl of new rouct eveloment an/or introuctions, I know tere are no mas to success, only guies. I h w maps o sccss, vy w podc lach wold b a sccss...wll, sccss...wll, hy’ o. 8 o o 10 10 w podcs ail immdialy. O h wo ha sviv, o will ail i h s h yas. So h moal o h soy is, “i yo do o ow wh yo d o go, may pahs will a yo h”...lss yo’ show h way, by h igh gid. Fo a aliy chc ad ispiaio ad moivaio, always mmb hs o iabl picipls paiig o ssibl cocps; bo yo y o ill a cocp …o… wh yo hav a cocp yo d o ca o ad sll o somo ls: A. evyhig i h wold ha is ma-mad ows is isc o h cocp i bga as. B. Cocps: pdic, pogam, ad dmi yo aliy ad eVen yo . C. Cocps a yo widow o h wold. D. Cocps a wh ALL caiviy, iovaio, pogss, podcs, svics, ad pos com om. Sensible concets are far too imortant to be taken ligtly, or to ie rematurely.
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An ODe tO COnCePtuALIZ AtIOn AtIOn:: (th is ohig li yo s lov, o h mom a ga ida coms o yo) . . . Pcil poisd, gazig io spac, lisig o my hoghs; waiig o ha wha hy hav o say. Sol sachig, ha is sol soohig. A spcial pocss o sl amiaio ad iospcio. thiig o hoghs hogh abo alady, o waiig o b hogh. As I hi abo hs hoghs, I am h hoghs
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I am hiig. th mo I hi, h mo I d. th mo I cov, h mo h is o discov. rviwig his wold wihi, o hlp val h wold osid. My mid is a sio ma, so as o d h coc asw. My mid amis ad ds h poblm, so as o discov h solio. Soo o la… a visio cmbd by sigh, sddly appas. My mid pads, oly o covg.
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Fially ocsd, ida od. th absac mad al. th adom ogaizd. Pig my g o somhig ha cao omally b ochd. qicly cap h hogh bo i disappas as as as i maializd. Pap mmbs, I og. Do yo ow his lig, ha magical mom wh aasy ms aliy? Wh wha cold b, bcoms wha is.. Wh h cysallizaio o a cocp occs. Maig h ivisibl, s.
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Maig h owig, ow. Maig h woabl, woabl. th alizaio o hogh. thiig higs io isc. Caig a agibl om h absac. Cocpalizaio, wh a ida is s cocivd.
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Copyigh 1988-2007 by qCo. Yo hav h igh o pos his mssag aywh/mail owad his mssag/o pi a copy om yo comp as log as yo do o chag i i ayway ad giv ll aibio ad cdi o h ahos ad v chag moy o i. Shold yo pblish his plas b so id as o oiy m o h sag o my cods a ivamichael@
hotmail.com. ‘100 WAYS tO kILL A COnCePt: WHY MOSt IDeAS Get SHOt DOWn’, is a gisd adma o qCo. I yo ca o vala idas, ad his maiso cally h ims. th sav i ad s i as a chclis gid vy im yo a woig o a cocp. I will hlp yo mm b h damal picipls o ida gaio ad cocp soliciaio. I v s i mysl, bcas i wos. A old ad ighos Chis povb says, “Wh somo shas somhig o val wih yo ad yo b om i, yo hav a moal obligaio o h, sha i wih ohs so hy may b oo.” Plas sha my cocp abo gaig ad sllig cocps wih vyo yo ow (paiclaly bsiss popl, maig ad sals associas, sciiss, aiss o ay yp, ivos, ad ps) who hav v had a ida ha go sho dow o illd by somo who did o i dsad i.
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info ABOUT ThE AUThOR Michal Iva is Psid/Caiv Dico o qally & Compay, Ic ad qCo. A iaioally ow nw Podc Lach Spcialis, Dsig, Wi, Lc, Posso, ad Maig ep who has hlpd o sccsslly posiio, posiio, o lach 128 w podcs ad svics (mo ha ay oh ‘idividal’ paciio i h u.S.A.), gaig colss billios i poabl sals o majo copoaios aod h wold. Alog h way, h has wo ov 600 awads o caiviy om his idsy ad ps, ad holds 4 uS pas o his ow w podcs. Iva is a possioal caiv pso, who ih lachs ad slls w podc cocps o ohs Or gas w podcs ad lachs hm o his ow compay. Fo mo ssays ad isighs, s Iva’s daily wblogs a hp:// hp://adhols.com adhols.com o a his wbsi http://www.quallycompany.
com. Coac Michal a iva@allycompay.com ad ivamichal@homail.com ABOUT ChANGEThIS Chagthis is a vhicl, o a pblish. W ma i asy o big idas o spad. Whil h ahos w wo wih a sposibl o hi ow wo, hy do’ cssaily ag wih vyhig availabl i Chagthis oma. B yo w ha alady. Chagthis is sppod by h lov ad d ca o 800-CeO-reAD. Visi s a o mai si www.800coad.com o a o daily blog hp://800coad.com/blog/. dOWNLOAd ThIS this maiso is availabl om hp://chaghis.com/3 2.04.100WayskillCocp SENd ThIS Clic h o pass alog a copy o his maiso o ohs. hp://chaghis.com/32.04.100WayskillCocp/mail SUBSCRIBE La abo o las maisos as soo as hy a availabl. Sig p o o wsl ad b oid by mail. hp://chaghis.com/sbscib
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info BORN ON dATE this docm was cad o Mach 6, 2007 ad is basd o h bs iomaio availabl a ha im. to chc o pdas, plas clic h o visi hp://chaghis.com/3 2.04.100WayskillCocp . COpYRIGhT INFO th copyigh i his wo blogs o h aho, who is solly sposibl o h co. this wo is licsd d h Caiv Commos Aibio-noCommcial-noDivs Lics. to viw a copy o his lics, visi hp://caivcommos.og/licss/by-c- hp://caivcommos.og/licss/by-c-d/2.0 d/2.0// o sd a l o Caiv Commos, 559 naha Abbo Way, Saod, Calioia 94305, uSA. Cov imag om hp://www.isocphoo.com WhAT YOU CAN dO Yo a giv h limid igh o pi his maiso ad o disib i lcoically (via mail, yo wbsi, o ay oh mas). Yo ca pi o pags ad p hm i yo avoi co shop’s widows o yo doco’s waiig oom. Yo ca ascib h aho’s wods oo h sidwal, o yo ca had o copis o vyo yo m. Yo may o al his maiso i ay way, hogh, ad yo may o chag o i.