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Working the Angles

Guest post by: Enrico Varella

Article Overview: Predictable can be safe, but boring. In the fastidious and fickle-minded world that we live in, consumers want to do more with less, preferring convenience with lower risk. However, this may lead to depreciation in value. More customers will be asking the question: What makes you different from others? How can you make the difference in our business?

Working the Angles

When I was working as a journalist, I learnt very early in my career to work the angle for stories. What this simply means is, to find interesting perspectives for the piece I was doing. I had a natural knack for stories, opting to explore the road less traveled. It was not difficult, when all I needed to do was put a spin on the obvious, or focus on the elusive. I, eventually, learnt as an industrial psychologist that humans sort through priorities that include people, place, events, time, objects and knowledge.

Predictable can be safe, but boring. In the fastidious and fickle-minded world that we live in, consumers want to do more with less, preferring convenience with lower risk. However, this may lead to depreciation in value. More customers will be asking the question: What makes you different from others? How can you make the difference in our business?

Is a sports event without a key sponsor valued lower than one with an anchor sponsor? Is the loyalty of fans affected when promised race-kits provide only the minimal? What is the angle when there is no official race-tee? Some people want stuff; others want a new experience. Yet others want anything and everything.

Innovative practices require working out all the angles. It is about shifting perspectives towards more useful outcomes. Traditional thinking demands traditional answers to problems, whereas contemporary thinking focuses on solutions-based approaches. Focus on 'what could be?' than 'what could have been?'

Have you substituted, combined, adapted, amplified, eliminated or rearranged anything? Problems have form and structure to them; we just need to figure them out. What else have we not done yet? What else could we attempt differently? Who can we turn to expert guidance?

Business Leadership Lesson: What’s will be your angle tomorrow? How would you turn a crisis into an opportunity?

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Article Tags: angle, innovative practices, predictable, sorting, value



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