Entrepreneurial Journalism: How to Build What's Next for News by Mark Briggs

Author:Mark Briggs
Language: eng
Format: azw3, epub
Tags: Language Arts & Disciplines, Nationalism & Patriotism, Political Ideologies, Journalism, Political Science
ISBN: 9781608714209
Publisher: CQ Press
Published: 2011-10-12T21:04:57+00:00

Figure 5.4 iPad

The iPad, on the other hand, was developed with no outside input, no focus groups, no surveys, nothing. (Just the inspirational genius of Steve Jobs and a bunch of really smart people who work for Apple.)

Like so many aspects of business, listening to customers is a balancing act. Unless you’ve got the confidence and the staffof Steve Jobs, you don’t want to develop your idea all alone. Talking to too many people, however, can bring its own problems. The more people you talk to, the more ideas you will receive. You need to learn how to assess each suggestion, pull out the information that matches your vision, and discard the rest. The goalis not to get ideas from these potential customers about new directions to pursue, but to learn about their “problem points” so you can come up with your solution or way of making their lives better.

The idea and the company is your vision. Listening to potential customers should help you shape your vision and help you figure out where it might need fine-tuning. Just don’t let too much outside influence derail your originalidea.

Evan Williams, who co-founded Blogger and Twitter, issues these words of caution: “I think one of the things that kills great things so often is compromise—letting people talk you out of what your gut is telling you. Not that I don’t value people’s input, but you have to have the strength to ignore it sometimes, too.”18

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