So many times when we come up with a new idea, we then go about trying to sell it to the world. We make powerpoints, design logos, create descriptions, write case studies and on and on.
The concept is very easy. Instead of trying to explain your new idea from scratch, you start with something people know, relate it to your idea and then add the twist. This allows people to quickly relate your idea to something that they have seen before, but creates the distinctive quickly. This is tricky, but can be very powerful.
Lets take a very easy example. We recently purchased a small high definition flat panel television. For some the difference between analog and digital is still a bit unclear. But try this, "The picture looks like what you see on your flat panel computer monitor at work only it has an antenna hookup in the back." Almost everyone now has flat computer monitors, so they know what those are. But none of theirs have a place for an antenna to hook up. So you anchored your idea in something they knew and twisted it to describe the new item.
Lets us a missions example. As many of you might know, a staple in communicating missions in North America has been the "dinner event." They are banquets where people come to hear about what God is doing around the world. These tools were and still can be very effective for awareness and communication. One of the centerpieces for a missions banquet is always the "compelling video." Lets say I am trying to introduce our YouTube videos and explain how they might be used to communicate to people interested in missions. I could either go into a long explanation of online video, the demographics, the stats etc, or I could say, "Putting our missions videos on online videos on sites like YouTube are like a virtual missions banquet with a 24/7 program." I have anchored the YouTube video in a familiar concept for many people involved in missions but twisted it with they reality that they are available all the time.
What innovative concept are you working to present today? How could you apply this concept of "Anchor and Twist" to help people understand and grapple with it more effectively. Remember that the amount of work you do up front to define and explain will go a long way towards adoption as you work with you idea.
Lets us a missions example. As many of you might know, a staple in communicating missions in North America has been the "dinner event." They are banquets where people come to hear about what God is doing around the world. These tools were and still can be very effective for awareness and communication. One of the centerpieces for a missions banquet is always the "compelling video." Lets say I am trying to introduce our YouTube videos and explain how they might be used to communicate to people interested in missions. I could either go into a long explanation of online video, the demographics, the stats etc, or I could say, "Putting our missions videos on online videos on sites like YouTube are like a virtual missions banquet with a 24/7 program." I have anchored the YouTube video in a familiar concept for many people involved in missions but twisted it with they reality that they are available all the time.
What innovative concept are you working to present today? How could you apply this concept of "Anchor and Twist" to help people understand and grapple with it more effectively. Remember that the amount of work you do up front to define and explain will go a long way towards adoption as you work with you idea.
