The Power of Creativity \(Book 1\): Learning How to Build Lasting Habits, Face Your Fears and Change Your Life pdfdrive com

Learn What Your Audience Wants
Developing  new  software  is  an  expensive  and  time-consuming  business.  The
creative brains behind many of the tools and software programmes we use every
day  didn’t  get  there  by  spending  years  of  their  lives  and  millions  of  dollars
creating things people don’t want.
Instead, many entrepreneurs turn their idea into a minimum viable product so
they  can  challenge  their  assumptions  and  see  if  their  customers  want  it  before
spending a significant amount of time or money on an idea.
Eric  Reis  (b.  1978)  is  an  IT  entrepreneur  and  author  who  popularised  the
concept of the minimum viable product. He explains:
It’s  a  version  of  a  new  product  which  allows  a  team  to  collect  the
maximum  amount  of  validated  learning  about  customers  with  the
least effort.”
Dropbox is an example of a successful minimum viable product.
Many great ideas are born because somebody had a problem they wanted to
solve. Founder Drew Houston (b. 1983) came up with his idea for an easy-to-use
file-sharing app because he was a forgetful MIT student.
He  often  left  his  USB  behind,  and  every  time  he  tried  to  share  files  with
himself and others, he found technology was slow, buggy or difficult to use.
I  worked  on  multiple  desktops  and  a  laptop,  and  could  never
remember to keep my USB drive with me. I was drowning in email
attachments trying to share files for my previous startup. My home
desktop power supply literally exploded one day, killing one of my
hard drives, and I had no backups.”
Instead  of  reaching  for  the  salt  first  and  assuming  his  audience  wanted  his

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ideas, Houston developed an early concept. Then he created and narrated a three-
minute video demonstrating the benefits of this easy-to-use file sharing service.
Houston  packed  his  video  with  pop-culture  Easter  eggs  and  humorous
references  that  resonated  with  the  target  audience  of  early  adopters  in  the
technology  industry.  At  the  end  of  the  video,  he  asked  viewers  to  register  their
interest by visiting the product’s website.
Houston later said about his minimum viable product:
It  drove  hundreds  of  thousands  of  people  to  the  website.  Our  beta
waiting  list  went  from  5,000  people  to  75,000  people  literally
overnight. It totally blew us away.”
After  watching  the  rapid  growth  of  this  waiting  list,  Houston  knew  his
underlying  assumptions  were  right.  People  wanted  an  easy-to-use  file-sharing
service that worked. And he had proof.
From  there,  Houston  and  his  team  avoided  wasting  time  and  resources  on
things like mainstream PR and developing features that beta users didn’t want.
Instead,  they  built  a  simple  product  that  worked  and  people  wanted.  Then
they  were  able  to  acquire  money  and  resources  to  turn  their  minimum  viable
product into something they could sell.
You might not be concerned with software or products, but nothing is more
dispiriting than creating something no one wants. Wasting time, money and your
creative energy hurts.
So,  how  can  you  find  out  what  your  audience  wants  instead  of  relying  on
assumptions?
Remember intuition is helpful, but knowing your idea works is better. So, get
an early version or minimum viable product of your idea in front of your would-
be audience or peers.
Ask them for constructive feedback that you can use to improve and expand
upon your original idea.

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Find the sweet spot between what you create and what your fans will
pay for
I
F
YOU
’
RE
A
WRITER
, release early chapters of your book to early or beta readers
who provide you with feedback on how you can improve your work. Then, ask
them if they’ll pre-order your book so you have the financial resources to finish
it.
Writer  Hugh  Howie  (b.  1975),  for  example,  didn’t  write  all  of  his  epic
science-fiction  series  Silo  in  one  go  before  releasing  it.  He  wrote  novella  after
novella and released each one separately because he recognised a demand for his
ideas.
Others demonstrated their enthusiasm for his stories by opening their wallets.

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If  you’re  a  musician,  release  some  of  your  songs  on  social  media  or  play
them  for  people  who  aren’t  friends  or  family.  Bands  on  tour  often  try  out  new
and  reworked  songs  in  front  of  smaller  audiences  to  see  what  works  and  what
doesn’t.
Bob Dylan (b. 1941) continually explores what his audience wants and likes.
He  constantly  changes  and  rearranges  his  classic  songs,  sometimes  to  his
audience’s consternation and sometimes to their delight. He says,
Getting  an  audience  is  hard.  Sustaining  an  audience  is  hard.  It
demands a consistency of thought, of purpose, and of action over a
long period of time.”
If you’re a painter, show an inner group of peers what you’re working, and
use what they tell you to improve your work. Hell, even artists like Matisse and
Picasso had patrons who supported their work financially before it was complete.
Your  audience  could  love  your  idea;  they  could  offer  some  harsh  critical
feedback or they could tell you it’s terrible.
You could benefit from these opinions before you go any further. You don’t
want to spend months or years working on an idea only to find a big issue that’s
going  to  take  months  to  fix  or  –  worse  –  you’ve  created  something  nobody
wants.
After you’ve tested your minimum viable idea, you can do one of two things:
Use  your  audience’s  critical  feedback  to  improve  your  work  or  abandon  your
idea altogether and create something new.
Do you see what I’m saying? Good. Now that you know what your audience
wants, let’s cover . . .