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The fulcrum and the lever

Archimedes said, “Give me a lever long enough and a fulcrum on which to place it, and I shall move the world.”

An idea is a powerful thing. In business, having the right idea can make your marketing work immeasurably more effective.

Sometimes, it’s the effort to do the research that wins the game. That is the way findability works. The differentiating idea is a fulcrum that can increase your power to influence exponentially. For effective marketing, branding, and SEO, you’ve got to start with the right idea.

The building materials for your fulcrum are the questions you ask. Start with the probing questions to learn what the people inside know, but rarely know how to communicate well. From there, you turn those questions to discover the perception (which is the reality) of the people whose problems you exist to solve. Find out what people are looking for, and you will have the right implement.

You will accomplish much with much less using the right tool.

Once you have the fulcrum, your research, preparation, and experience is the strong lever. Create the best roadmap you can. I’ve started with the right idea, only to execute it horribly because I didn’t prepare as well as I could have. However, this still can be more effective long-term, than delivering the wrong idea with excellence.

When you have a fulcrum, you lift with leverage.

With the right idea placed strategically under a well-managed process, your talented team can get to work, and the impossible becomes reality.

Up next week: The creative process: Finding the fulcrum.

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