Tag Archive for: Getting Real

Execution is much more important than the idea

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You may have read our sister blog – Watch us Getting Real, where we write a regular diary of the trials and tribulations of an online startup and building a web application, following the process outlined in the totally awesome Getting Real book from 37 Signals.

We are getting to the stage where the talking’s about to stop, the planning’s done and the focus swings onto execution. Remarkable execution we hope.

I couldn’t help noticing a sidenote in Getting Real, from a chapter you find in its entirety here, but I wanted to emphasise the thinking of the entrepreneur, Derek Sivers, founder of CD Baby and Hostbaby. He provides the simplest of formulas behind the making of a good idea and it’s based on a multiplier:

Ideas are worth nothing unless executed. They are just a multiplier. Execution is worth millions.

Explanation:

  • Awful idea = -1
  • Weak idea = 1
  • So-so idea = 5
  • Good idea = 10
  • Great idea = 15
  • Brilliant idea = 20
  • No execution = $1
  • Weak execution = $1000
  • So-so execution = $10,000
  • Good execution = $100,000
  • Great execution = $1,000,000
  • Brilliant execution = $10,000,000

To make a business, you need to multiply the two.

Simple.

How well are you executing?

How to get noticed in business – a case study

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I wanted to share a simple idea with you around how to get your ‘stuff’ noticed.
Stage 1: Create a site, a blog, an article, an ebook, a video… something of real value which is related to your ‘stuff’. Something which doesn’t sell, doesn’t capture emails, doesn’t advertise, just something which is going to have genuine community interest. If you’re struggling on how to create content like this, you could do worse than checking this out. (Yes I have a vested interest).

Case study: www.watchusgettingreal.com

Stage 2:Develop it fully, promote it yourself as best you can, get it established. Road test it with friends and colleagues. Really make sure it’s fit for purpose and will stand up to scrutiny. Let it sit.

Case study: The site was built for around a month, we’d had a couple of hundred visitors and had written 6 posts and were well on the way to telling our story.

Stage 3: Find the sneezers in your community – people who can help you to spread your word. (This is why stage 1 is so important) and write to them. Use Email, paper, Twitter, Facebook, whatever. But make it short, sharp, personal and relevant.

Case study: http://twitter.com/mark_copeman/status/15838905789

Stage 4: Assuming they’re happy to spread your word, thank them, keep them in the loop, keep them involved in what you’re doing.

Case study: http://twitter.com/mark_copeman/status/15853098651

Stage 5: Find other sneezers, rinse and repeat. BUT keep adding to Stage 1. Keep adding value to the asset you’ve created and develop your community.

Case study result: Dozens of thank you emails, 4,000+ visitors in 5 days, dozens of RSS subscriptions, feedback on the project, multiple retweets…

Not rocket science I know – but a fascinating exercise. It’s amazing what you can achieve in a week and it’s only possible thanks to people who have become Market Leaders in their niche. They hold the power today and it’s what we should all be aiming to be.

Thank you once again to @jasonfried