Crossing The Chasm: Your 2012 Goal And Why

Product Launch Crossing The Chasm


Death was standing 2000 feet below with arms up stretched eagerly waiting for him to fall. He stood betwixt and between on a high wire just 2 inches in diameter. His goal 100 feet away on the other side. A bead of sweat trickled down the back of his neck as a fly landed on his nose momentarily distracting him. The wire wobbled. He refocused his gaze and tried to relax.


He was attempting a feat no-one else had tried before. He was walking a high wire at Kings Island on July 4, 2008. There was a big crowd watching behind police barriers. “That guy must be nuts” Ronnie said to his wife standing beside him. She nodded in agreement but Rick Wallenda knew different. He was a renowned circus artist who had been performing dare devil stunts all his life. Only this time there was no safety net. He was uneasy but this was the place that he wanted to be. Adrenalin coursing through his veins. He felt alive and in control of his own destiny even though he was  crossing the chasm…


Just like us, in fact. Only entrepreneurs and small business founders are crossing a metaphorical chasm every day. Especially now, when there are so many dark clouds on the horizon predicting financial disaster ahead. And yet, we know that more millionaires were created in the 1930s great depression than have been created since. The banks got sucked into it then too. Only they were not the instigators of the financial melt down, it was the revolution occurring in the farming industry that transformed the production process and then piled unwanted labor onto the scrap heap.


Now there’s a different cause. And the banks and the home loans scandal that dragged them down is just a symptom. The cause is the irreversible transfer of manufacturing jobs from the West to the East. Western economies are being forced to reinvent themselves and the web is the lever that is allowing them to do it. Any small business or start up can compete with established brands with apparent ease… if they know how


For evidence look no further than this. Big brands used to hold sway for 75 years. Now it’s down to 15. This number is getting truncated every day. Soon it will be just 5. Who had heard of Facebook 5 years ago?


Marketing your business or rather your products and services online is not rocket science but then nothing is once you have cracked the code. You want to do it by taking long established marketing strategies and digitising them.  But how many of you got a thorough grounding in marketing whilst training to become the expert you undoubtedly are? I suspect the answer to that is very very few and those that did have not had the time to learn where all the levers and buttons they used in their offline business have transferred to online.


Certainly the early adopters will have – That is 15% of you – But what about the other 85%?


We are now crossing the chasm again. This time the economy is tightrope walking between the 15% of early adopters and the 18% where the leading edge of the mainstream starts. When that chasm has been crossed, a lot of small businesses will not have made it. They will have been distracted by a fly landing on their nose and fallen off.


Small businesses can be fast on their feet. They can be flexible. They can be early adopters. They can learn new skills and implement them quickly. They are in a prime position to take advantage of the opportunities out there in their market places.


Question: Are you ready to reinvent your business by stealing a product marketing strategy that is currently being used by big brands like Apple and reapplying it in your business?


Because if you are, there is a big opportunity out there in your niche just waiting for you to grab it and in so doing crush your competition in the process. You may be in the business of selling hard goods but, no matter, that does not disqualify you. What you have to sell is locked up inside your head. It’s your know how. Your experience of what works and what doesn’t. It’s your intellectual property


Putting all this together and creating a digital product that you can launch is your goal for 2012. Doing so will transcend your narrow geographical boundaries and allow you to reach across the county, the state and the nation even round the world. Focusing that product on a narrow niche faced with a big challenge that they are prepared to pay dearly for you to solve is the key. Don’t go wider, go deeper.


Have you discovered just such a niche?


Then you are on the verge of transforming your bottom line. It won’t happen immediately. Nothing ever does. But if you plan to stack one product launch on top of another, your cost benefit analysis could look like this Of course, if you are not the Rick Wallenda of your niche, the guy who has years of experience, the guy who has tested every possible way of doing it and come up with the very best, the guy who is prepared to stand out from the crowd and feel comfortable out there on the high wire, then this is not for you.


But if you want to be the authority figure in your segment of the market, the guy who everyone turns to for advice, the guy who can charge the highest prices and have your clients say thank you for the privilege then product launch marketing is for you. It’s possibly the biggest leverage point that your business will ever experience. So find out more about how to plan and execute a successful product launch, by contacting me. Even if you have not done a launch before or even if you have and now realize that hiring a launch manager would be a smart thing to do, you may be wondering how much hiring a product launch manager will cost.


The quick answer is not as much as you might expect. First and foremost we focus on delivering value. We aim to transform your launch from a bottle rocket into an intercontinental ballistic missile. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. We can only take on 2 or 3 clients per year so we can be sure that your product launch gets the attention it deserves. It would be unfair on our other clients if we didn’t insist on this. So you’ll appreciate that we have to be just as careful as you are when choosing clients to work with.  Find out more by booking a free consultation with me now


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Rory Ramsden