The ultimate dream statement

Creative solutions.

Famous inventions.

Revolutionary innovations.

All of these brilliant ideas depend on your ability to complete the following sentence:

I wish there was a / an (X) so I didn’t have to do it (Y)!

I call this The Ultimate Dream Statement, or UDS for short. And (could) be the most important idea an entrepreneur could have. Let’s explore the two elements inside:

1. I wish there was A / AN (X) …

So, it is focused on dreams. Optimistic. Solution oriented. It’s what customers want in an ideal world. The answer to your problems. Tylenol for your headache. The much needed relief. The (X).

Then comes the second part …

2. … SO I DON’T HAVE TO (AND)!

As a result of buying (X), they are saving time. Or money. Golden energy. Or paper. Gold workmanship. Or opportunity cost. Which. The key is that, by eliminating (Y), the client moves away from pain and towards pleasure.

OK! Now that you understand the root of this concept, let’s try a few. See if you can guess the already existing product that, at one point, was considered a game-changing innovation:

“I wish there was a way to see our vacation photos RIGHT NOW so we don’t have to wait until we get home next week.”

So what is the product?

OF COURSE! Polaroid and (eventually) digital cameras.

Let’s try another …

“I wish there was a fast-forward button so I wouldn’t have to sit and watch those heinous commercials.”

So what is the product?

OF COURSE! Tivo or any other form of DVR.

OK, last example …

“I wish there was a way to keep my kids quiet in the back seat of the car so I wouldn’t feel like stabbing myself in the eye with a plastic fork!”

So what is the product?

OF COURSE! Scotch tape.

It is not a joke.

The real answer is the Almighty Backseat DVD player. What father of four doesn’t LOVE that invention!

NOW, HERE’S THE OTHER GOOD PART: This innovation process works in reverse, too. You can take any of your most treasured toys, gadgets, or products and extract your version of The Ultimate Dream Statement.

For example, think of your iPod. The UDS would be:

I wish there was a way to compile all of my music onto a compact digital storage device so that I didn’t have to carry 100 CDs in my car, to work, and on the plane!

You understand. Make their dreams come true and at the same time help them avoid something frustrating.

NOW, HERE’S THE INTERESTING PART: I Googled the phrases “I wish there was a” and “so I wouldn’t have to …”

And after searching a few hundred blogs, message boards, and forums, here are my few examples:

o I wish there was a way to choose the flavors I prefer, so I don’t have to throw any away.

o I wish there was a website that would just tell me where to go so I don’t have to stress over these things.

o I wish there was a bridge across Lake Ontario so I didn’t have to go all the way from Syracuse.

o I wish there was a Digg.com that idiots couldn’t find so they wouldn’t have to read more such silly comments.

o I wish there was a way in the adapter to turn the volume up a little so that you don’t have to turn the volume up too high to get a “normal” volume.

o I wish there was a way to reassign my seats online so I don’t have to get up early.

o I wish there was a Wal-Mart drive-through where I could go to the window and order whatever I wanted so I wouldn’t have to wake my baby up and drive her to the store.

o I wish there was a way to refresh our brains and clean the slate so we don’t have to learn new good habits and re-learn not to have bad habits.

o I wish there was a place I could send all the stupid people to so I didn’t have to deal with them anymore!

o I wish there was a tutorial somewhere where I could learn to do these things on my own so I don’t have to bother everyone!

o I wish there was a dustpan with a long stick like a broom handle so you don’t have to hold the dustpan.

o I wish my pump could measure my sugar reading so I don’t have to worry about the cost of glucose meter supplies.

o I wish there was a Depresso-Meter that I could use to gauge my current state of mind so I don’t have to deal with people asking me “What’s wrong?”

Now obviously some of these ideas are more implausible than others.

But this is good.

After all, Einstein once said, “If your idea doesn’t sound absurd at first, there is no hope for it.”

SO HERE IS THE CHALLENGE: How can you connect YOUR needs in this equation?

Well, as an entrepreneur, I suggest you make three lists: one for yourself, one for your customers, and one for your employees / partners / vendors / suppliers / etc. Hypothesize how each of these three groups of people would complete the Ultimate Dream Statement:

I wish there was a / an (X) so I didn’t have to do it (Y)!

See if you can think of ten variations of that sentence for each of your three groups.

And while brainstorming, consider:

What are your pains?

What are your dreams?

What are they tired of?

What do you wish you didn’t have to do more?

Ultimately, if you can identify those key elements and make your product or service the solution to people’s problems, you win.

Let me ask you this …

What are you the answer to?

LET ME SUGGEST THIS …

For the list called “22 Questions to Avoid Business Atrophy,” email me and I will send you the list for free.

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