Watch the video above.
Read the article below.
If your customers and potential customers absolutely loved your product, you would be extremely successful extremely quickly. So, how do you make your customers love your product? I’ll show you how to do it in 3 steps right now.
Okay, the first I thing need to say is that I will refer to Maximum Positive Impact as MPI so that I don’t have to say Maximum Positive Impact a million times in this video.
Secondly, when I use the word product, I also mean service, app or whatever you’re selling.
Finally, this will be a very brief introduction to MPI principles – I will get into more detail in other videos and articles.
Now, MPI principles to business can be summarized in these steps:
Step 1: Identify your competitive advantage
Step 2: Develop a product or service that will have the maximum positive impact on your customer
Step 3: Build an MPI organization
Now, let’s break it down but let’s answer one obvious question first – What is MPI?
MPI is a philosophy that I invented all the way back in 2004 while working on one of my non profit projects in Africa. As the name of the philosophy suggests, it is about how to live in a way that has the maximum positive impact.
However, this is an article about entrepreneurship so I’m only going to talk about how to apply MPI principals to business in this video.
If you’re interested in where MPI came from or want to learn more about the philosophy I recommend you start by watching my Tedx Talk about passion.
If you want to go deeper, you can also read my book. Checkout the links in the description.
1. Create a business based on your competitive advantage
2. Create a product that has MPI on your customer.
3. Build an MPI organization.
Ok, so that’s the theory…
Now let’s work through an example where we start small and get bigger. Let’s assume that we start a business by just creating a simple blog then as we grow we create our own proprietary products and start hiring employees and scaling up into a bigger business.
Let’s assume for this example that I’m passionate about hiking and I want to create a blog about hiking and monetize it with ads and affiliate links.
The MPI approach would be – okay, what content can I create that will have the biggest positive impact on my readers? Well, hiking’s obviously a very popular topic and a lot of people have written a lot of content about all aspects of hiking.
So the first thing I have to do is to figure out what makes me unique. What unique prospective can I bring to the world of hiking?
The answer could be that I have been hiking on some trails in some unusual parts of the world and there’s not much content available about how to prepare for them.
Maybe I’m also interested in running rather than just walking on these hiking trails.
And maybe I’m also interested in getting some high-quality photography rather than just taking simple snapshots along the way.
So, rather than just talk about hiking generally, I’m going to talk about how to get the most of out of trips where people want to go to unusual parts of the world and hike and run on the trails and also get high quality photography.
The reason I would do this is that this is something that I’m actually interested in – and I have some useful thoughts about how to get the most out of trip like this.
But before people start reading my blog and taking my advice, I need to make a genuine connection with them and prove that I really am one of them.
So I need to establish some credibility. I could start by providing some images of myself on one of these hiking trails but, as a result of being a part of this community, I know that this isn’t going to be enough.
I know that I need to do something like – describe how incredible it feels to run through nature in a way that is very effortless. When I make comments like this, I know that there’s only a tiny number of people that really get what I’m really talking about. And those people are my tribe and they are also my customers.
So I’ll provide my thoughts about the physical training required to prepare for these trips, strategies for minimizing costs, recommend the best equipment and how to get the most out of the equipment. And I will monetize the content with Adsense and affiliate links.
The deeper my content goes into this experience, the more likely it is that readers will consume more of my content. And, the more likely it is that the reader will read an entire article and therefore it will be almost impossible for them to avoid seeing the AdSense ads and affiliate links.
In the meantime, as a result of providing content about the specific topic they are most interested in, it’s more likely that the AdSense ads will relate to products and services that are actually of interest to the reader and the more interesting these ads, the more likely it is that the reader will click on the ads. Of course, the same principle applies to affiliate links.
So the simple summary here is that you should not float on the surface, you should go deep.
But you can only go deep if you are already an expert in the topic or if you’re prepared to do an extreme level of research. But this is where passion matters because no matter how much research you do, if you’re not passionate about something, you’ll never ever have an instinctive, intuitive understanding of what customers in that niche really want.
So now let’s see how this looks if everything scales up a little. Let’s say I have a lot of readers on my blog and a lot of followers on social platforms and I’m generating revenue from AdSense and affiliate marketing and now, I want to create my own proprietary product.
So, what product can I create it will have the maximum positive impact on my readers?
I could create an app that will guide people through one of these trails that are out in the middle of nowhere.
But, rather than just offering a simple online map, this app would have a bigger positive impact on my customers if it also worked off-line and included information about what to expect, what to do along the way, what to avoid, some important words from the local language and what to do in an emergency – all on a mobile phone but requiring a mobile phone connection.
Now, as the business gets bigger we will need to start hiring employees. But, if I’m going to start delegating important work like content creation and product development for the app to my new employees, then I know that the only employees that will be capable of doing a good job will be people that are passionate about adventure hiking.
If I hire people that are competent coders and marketers but just want a job, they will not have the instinctive ability to understand what the customer really wants and that means that I’ll have to spend a lot of my own time managing these people and I’ll eventually tell myself – screw these people, I’m going to everything myself.
This is obviously a huge trap that most entrepreneurs fall into.
If I genuinely want to have MPI on my customer then my employees and my customers have to be a good match for each other. And, if I can make them a good match for each other then I can step out of the loop.
And that frees me up to think about how to create a workplace that has the maximum positive impact on my employees so that it’s easier for them to work on maximizing their impact on our customers.