April Calendar Ready for Download

Another month in my calendar series is ready to download. I call the design for April Cracked Eggs. As always it's sized to 5x7 and prints great on eco-white card stock from Papersource. Download now.

Creating new products that solve needs

Some of the best (or at least most ingenious) product ideas are born to solve a need that many people don’t realize they have. It’s that ah-ha moment when you see something and ask, why didn’t I think of that? It’s that simple idea you think of that on the surface seems to be common sense. That was my feeling as I read the sponsored ad in yesterday’s morning edition of HARO (if you’re not a member of HARO you should join now – in short its PR leads delivered to your inbox three times a day).

Back to the ad – it was for SmartMom, makers of teethable bling. Essentially it’s jewelry for mom that looks like real stones, but that’s made out of safe materials for baby to chew. Wear it when you’re with your little one and you’ll always have that much needed thing to chew on, a way better solution than whipping out the car keys for baby.

Of course, the real test is does it really solve the need effectively – having something attractive to wear that is durable (no more broken dainty necklaces from chubby little hands grabbing at them) and doubles as a teething ring? Not having any babies in the house I won’t be testing it out myself. But I’ll keep my eyes open as I pass all the new moms strolling along Newbury Street this spring.

One thing that SmartMom can teach us is to pay attention to the people around us. There are new product opportunities all around us. As marketers, we need to tune in and listen. Find the need and create your product to solve it. Then make sure people realize the need exists and that yours is the right product to satisfy it.

Setting Goals

Setting goals - the tangible, reachable kind – is one of the most important things you can do for your business. A goal gives you something to focus on and set in varying stages of complexity they allow you to map out a future for your company. Having a mix of long and short term goals helps a company and its employees to stay focused.

It’s easy for a firm to become so overwhelmed with the day to day that everyone becomes a master at production and so when a new project lands on the boards people start working immediately with no though to goals. No one asks – what’s the goal for this project? Is it to produce a 15 percent profit, to break even, but be well aligned for future projects or do you realize you’ll likely lose money on the project but you’re willing to take on the risk because it’s got the potential to be an award winner for your firm?

Starting with a goal in mind will help you to better align your marketing and business development efforts. A firm whose goal is to make a 15 percent profit on all projects will run differently and seek out different clients than a firm whose goal is to line its walls with award winning projects. Goals are individual and fluid; they can be changed or re-aligned over time. The key is in establishing your goals early. That’s what will position you for greater success down the road.

Image from flickr, by quasimondo

March Calendar Now Available

It's a little late, but the March calendar is now available. Download it today.

Download the calendar for February 2009

Last month I started designing a calendar for 2009. I'm posting a new month every month and encourage you to download it, pass it along to your friends or post it somewhere else. February is done and ready for you to enjoy. You can download it here. It's 5x7 and looks great printed on white card stock. Enjoy!