We’ve all seen movies or read books where the people are under some kind of oppression and “the hero” emerges from nowhere to lead the rebellion which overcomes evil and establishes a new and glorious future. At some point in these stories, the hero makes his grand entrance, rallying the troops and bringing cheers of delight from the oppressed people (and sometimes even the audience in the theater). Often this comes at the key turning point in the battle. The battle isn’t yet won, but everyone knows a new era has arrived.
Your category similarly needs to make a grand entrance that gives the “oppressed people” you serve hope and that marks a new era in the industry. In their book Play Bigger Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney call this the category’s “lightning strike”. Making your “lightning strike” truly a grand entrance has a tremendous impact on the success of your category building efforts. The saying goes that you never get a second chance to make a first impression. The introduction of your category to the world will strongly determine how closely your market will pay attention to you and your category going forward.
So, how do you make a proper grand entrance?
In the article linked below I describe the four keys to making an impactful entry:
- The Right Timing
- The Credibility to Instill Confidence
- The Right Audience
- A Dramatic Unveiling
Read the full article here to learn more about each of these four keys.