Page 192 - THE DO-IT-YOURSELF LOBOTOMY Open Your Mind to Greater Creative Thinking

21 Tips for Selling Creative Ideas 183

Expand the Acceptable Range, Even in Selling
In Chapter 16, “Redefining the Acceptable Range,” I discuss how some-
times when ideating, the win is not necessarily in going with the new
idea, but in merely expanding the “acceptable range.” When you expand
this range of acceptability, you can often act on previously unembraced
ideas, ideas that were not acted on earlier because they were outside the
comfort zone of some people. The same is true in selling.
Show many ideas, and show some ideas that you believe are outside
of the acceptable range. Of course, you must make sure they’re all on
strategy, but if they’re outside the acceptable range from a style stand-
point or a tone standpoint, you’re still playing fair. Don’t put them so
far over the edge that you lose credibility. However, a few permuta-
tions beyond the acceptable range is fine. This strategy often puts the
other ideas, those that may otherwise have defined the risk fringe,
somewhat within the acceptable range. Thus when you ask, “What do
you think?” or when you give them time to reflect, they may now be
willing to go with a new idea, even if it’s not the far outer fringe.

Selling the Unknown
As I mentioned very early in this book, new ideas are part of the
unknown—if they’re truly original, that is. At this point in the book I
shouldn’t have to explain or defend the value of new ideas. This is not
a book about the tried-and-true and the obvious. If you want lessons
on selling the tried-and-true and the obvious, there are hundreds,
probably thousands, of books that will help you. This book is about
coming up with fresh ideas and using just as many creative resources
to sell those new ideas.

The Secret to Selling Is Very Small
The secret to selling creative
The Selling Zone
ideas is very small. It’s what I call
“the zone.” It’s that happy place
where the seller and the sellee can
peacefully coexist. Being creative
Buyer's
is hard enough. Selling creative Seller's Acceptable
ideas can be even trickier if Ideas Field
you’re not equally resourceful in
your approach. There are many
frustrated creative people who
have great ideas but can’t get any- The happy place where
one to buy them. I might suggest people buy ideas.