How To Discover Concepts That Differentiate Your Content material

Let’s play a phrase affiliation sport. Whenever you hear, “Begin with why,” what involves thoughts?

If it’s Simon Sinek, you’re not alone. Since 2009, his TED Talk has been considered over 60 million occasions, and his book Start With Why made bestseller lists.

Mark Levy, founding father of Levy Innovation, helped Simon conceive Begin With Why.

A self-described differentiation skilled, Mark helps companies, manufacturers, and thought leaders develop the concept they’ll be identified for.

He shared the method he makes use of with shoppers in his Content material Advertising and marketing World 2022 presentation, How To Come Up With Your Large Horny Thought.

Differentiation requires greater than an thought

Differentiation generates consideration, consciousness, and recall that may result in enterprise alternatives. It may well apply to a enterprise (i.e., broad) or a chunk of content material (i.e., slim).

The “large attractive thought” turns into your signature.

“The thought calls up the particular person, and the particular person calls up the concept,” Mark explains. “Anybody who comes throughout the concept has to hunt you out since you embody that concept. You characterize that concept in individuals’s minds.”

Your big sexy idea becomes your signature. The idea calls up the person, and the person calls up the idea, says @LevyInnovation via @CMIContent. Click To Tweet

How does differentiation result in enterprise alternatives? Folks make snap judgments. In case your signature thought connects with a target market, they’re extra more likely to begin a dialog with you or contact your online business although they know little else about you.

However it’s not sufficient to be identified for the differentiating thought. Mark says you’ll want to be the definitive supplier of it. It’s good to characterize the total efficiency of the concept, not a pale food regimen model that might have come from a number of individuals.

Simon does that effectively. What I keep in mind most from his Begin With Why TED Discuss wasn’t the three-word tagline. It was his repetition of this line: “Folks don’t purchase what you do; they purchase why you do it.”


For me, that mixture cemented the affiliation between the idea and Simon.

Examples of private and model differentiation

Mark supplied one other instance of an individual intently related to a differentiating thought. Mel Robbins is an skilled in change and motivation who grew to become identified for The 5 Second Rule. Her large attractive thought is that we’re all simply 5 seconds away from a special life.

Mel launched this concept in a TED Talk, as Simon did, and later turned it right into a best-selling book.

In line with Mel’s website, “The 5 Second Rule is the key to altering something about your life. You should use the Rule and its countdown technique to interrupt any dangerous behavior, interrupt self-doubt and adverse self-talk, and push your self to take the actions that can change your life.”

Whereas Simon and Mel’s large attractive concepts apply to people, Mark says that the idea works for firms and types, too.

An instance of an enormous attractive thought from a B2B advertising and marketing firm is FlipMyFunnel. Conceived by Terminus co-founder Sangram Vajre, FlipMyFunnel evangelized account-based advertising and marketing (ABM). (Terminus is a vendor of ABM software program).

The FlipMyFunnel thought fueled annual conferences, a Slack group, and a podcast. Though the occasions and podcast have ended, the phrase “flip my funnel” nonetheless calls Sangram Vajre, Terminus, and account-based advertising and marketing to thoughts. Extra powerfully, I nonetheless use the phrase to elucidate ABM – pursuing targeted, named accounts moderately than focusing on a broad viewers.

Tips on how to create your large attractive thought

To create an enormous attractive thought, Mark encourages groups or people to strive his two-part “envy” train. Right here’s the way it works.

Step 1: Get offended or envious

Consider a time whenever you got here throughout an thought and thought, “Wait a second, that’s my thought.” You might need gotten offended and felt envy. Mark felt this when he got here throughout Made to Stick: Why Some Ideas Survive and Others Die, a ebook revealed in 2007 by brothers Chip and Dan Heath.

Mark had been talking about a number of the identical ideas the Heath brothers coated. The brothers didn’t steal his work – they didn’t even find out about Mark. Nonetheless, Mark grew to become offended that his concepts had been unintentionally coopted.

Mark says an emotional response (e.g., anger or envy) may be revealing. Cease and ask your self:

  • What’s occurring on this scenario?
  • What am I pondering on this scenario?

Your solutions can generate concepts that can result in your large attractive thought.

So consider an thought that you simply envy and write it down.

To find your big sexy idea: Think of an idea someone (or brand) is known for that made you feel like it should have been yours, says @LevyInnovation via @dshiao and @CMIContent. Click To Tweet

Step 2: Make the concept your individual

Subsequent, construct in your thought to make it distinctive and differentiating. In doing so, it’d morph into a brand new idea. Mark helps illustrate this with a narrative.

A number of years in the past, Mark had a possibility to submit a response to a Quick Firm author who was doing an article about learn how to be a very good enterprise conversationalist.

Mark knew that dozens of specialists would ship solutions to the reporter. He additionally knew that if his solutions gave the impression of everybody else’s, he had little probability of being quoted. He determined his response didn’t must be higher than the others – it simply needed to be completely different.

Mark compares the idea to a foot-high deli sandwich. It’s not essentially a better-tasting sandwich, however its uniqueness attracts strains of individuals ready to purchase and take pictures of it.

Mark’s response to the Quick Firm author differentiated itself from the others, and it labored. Over 60% of what he submitted appeared within the article.

Listed below are the three questions important to refining your large attractive thought:

  • What do I find out about this topic that 80% of the market doesn’t?
  • What does my viewers know however haven’t thought to say?
  • What does my viewers want to know?

To differentiate your #Content, think about what you know that 80% of the market doesn’t, says @LevyInnovation via @dshiao and @CMIContent. Click To Tweet

Your large attractive thought just isn’t for everybody

By this level within the train, you’ve recalled seeing somebody publish or promote an thought much like considered one of yours. If it made you offended that somebody bought to it first, you’re most likely heading in the right direction.

You’ve additionally improved on that concept by including components that you realize extra about than different individuals, that individuals know however haven’t thought to say, and that individuals don’t know however must know.

At this level, you may really feel the urge to broaden your thought to enchantment to everybody. However that will be a mistake. As Mark explains, “A big inhabitants would twist you right into a pretzel – into one thing you’re not.”

As an alternative, Mark says, take into consideration your thought the way in which The Grateful Lifeless’s Jerry Garcia thought about the band’s music: “Not all people likes licorice, however the individuals who like licorice actually like licorice.”

Now, go discover your large attractive thought.

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 Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute