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The Ultimate Dream Statement

Creative solutions.

Famous inventions.

Groundbreaking innovations.

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

I wish I had a/an (X) so I didn’t have to (Y)!

I call this The Ultimate Dream Statement, or UDS for short. And it (may) be the most important idea an entrepreneur entertains. Let’s examine the two items:

1. I wish they were A/AN (X)…

So, it’s dream-oriented. Optimistic. Solution-oriented. This is what customers want in an ideal world. The answer to their problems. Tylenol for their headaches. The relief they so desperately need. The (X).

Then comes the second part…

2. …SO I SHOULD NOT (Y)!

As a result of the purchase, they will save (X) time. Or money. Or energy. Or paper. Or labor. Or opportunity cost. Whatever. The key is that by eliminating (Y), the customer moves away from pain and toward pleasure.

OK! Now that you understand the root of this concept, let’s try a few. See if you can guess the existing product that was once a groundbreaking innovation:

“I wish I could see our vacation pictures NOW so we don’t have to wait until we get home next week.”

So, what is the product?

NATURALLY! Polaroid and (eventually) digital cameras.

Let’s try another one…

“I wish there was a fast forward button so I don’t have to sit through those awful commercials.”

So, what is the product?

NATURALLY! 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 don’t feel like stabbing myself in the eye with a plastic spork!”

So, what is the product?

NATURALLY! Adhesive tape with tissue insert.

Nah, I was just kidding.

The real answer is the Almighty Backseat DVD Player. What parent of four doesn’t LOVE this invention!

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

Think of your iPod, for example. The UDS would be:

I wish there was a way to put all my music into one compact digital storage device so I don’t have to carry 100 CDs in my car, to work, and on airplanes!

You get the point. Make their dreams come true while helping them avoid frustrating things.

NOW HERE’S THE INTERESTING PART: I googled the phrases “I wish there was one” and “so that I don’t have to…”.

After searching through hundreds of blogs, message boards and forums, here are some examples:

o I wish there was a way to choose the flavors I like so I don’t have to throw them away.

o I wish there was a website that would just tell me where to go so I wouldn’t have to stress about this stuff.

o I wish there was a bridge over Lake Ontario so I wouldn’t have to go across it from Syracuse.

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

o I wish there was a way on the adapter to turn the volume up a bit so I don’t have to turn it up quite high to get to “normal” volume

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

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

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

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

o I wish there was a tutorial somewhere where I could learn this stuff on my own so I wouldn’t have to bother you guys!

o I wish I had a dust catcher with a long stick like a broom handle so I don’t have to hold the vacuum cleaner.

o I’d like my pump to be able to measure my blood sugar so I don’t have to worry about glucose meter supplies.

o I wish there was a depression meter that I could use to measure my current mental state so I wouldn’t have to deal with people constantly asking me, “What’s wrong?”

Obviously, some of these ideas are more far-fetched than others.

But that’s a good thing.

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

So, HERE’S THE CHALLENGE: How do you fit your needs into this equation?

Well, as an entrepreneur, I recommend making three lists: one for yourself, one for your customers, and one for your employees/partners/vendors/suppliers/etc. Hypothesize how each of the three groups of people would end the Final Dream statement:

I wish I had a/an (X) so I didn’t have to (Y)!

See if you can find ten variations of the sentence for each of the three groups.

And while you’re thinking, consider:

What kind of pain do they have?

What are their dreams?

What are they tired of?

What do they wish they didn’t HAVE to do anymore?

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

LET ME ASK THIS…

What is your answer?

I RECOMMEND THIS…

Email me the “22 Questions to Avoid Entrepreneurial Withering” list and I’ll send you the list for free!

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