Where there’s a problem, there’s an opportunity.

Most people think that the opposite of love is hate, when in fact, it’s worse, it’s indifference. When someone has no emotional attachment to a situation, it’s very hard to try and get some connection with them. Which is why you should be pleased when you hear someone feels compelled to praise or more importantly complain about the business relationship they experience with you.

Once you’ve gained the confidence to address the problem, it doesn’t take too long to spot the opportunity hiding within it and start to address it.

Horsesmouth.co.uk, Meetup.com, The Good Gym, Zopa, and Timebanking UK, all found problems that the founders could address. Each of these problems were not just theirs but those of of others who had otherwise not known how to solve. As a supporting structure was created, it enabled others to connect, collaborate and further propel the concept built on their emotional investment.

From one person’s idea to a shared vision of the masses, an initial idea’s success is wholly dependent on the users’ commitment to add value. So when someone tries to launch an idea that doesn’t solve a problem or add sufficient value to compel others to participate, the chances of it’s success are a lot less, no matter how much money you throw at it.

Whether someone’s compelled enough to complain about or praise someone or something, it’s because they are emotionally attached to it. It’s something anyone reviewing the management of their customer relationships should constantly be addressing. Simply creating an acceptable or average level of service is essentially failing to emotionally connect the client and won’t wow prospective clients. The opportunity here is to find new ways to generate energy and interest around the products and services you provide and capitalise on it, good or bad!

Once you create something that adds value to others, you’ll find human nature kicks in and others will be attracted to it. Create a platform that supports this organic growth and embrace that it may evolve into something that you didn’t initially expect. User Generated Content (UGC) is a fundamental factor of your success and whilst you may not realise that you’re probably doing this in some way already, by being more aware you’ll be able to use it to your advantage.

Get out there and find the problems to fix. Embrace feedback from everyone around you and use it to grow your business. In doing so, you’ll find it a lot easier to succeed and learn whilst having fun in the process. How good would that be?

Susanne Dansey is the Managing Director of Purple Cow Ideas Management – an organisation that facilitates a paradigm shift in the collaborative nature of the ICT Industry. You can follow her on Twitter and join the conversation on Facebook.

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