This is a question that I’ve been repeatedly asked during my time in the direct marketing industry. People say to me “Is there a hidden secret to finding and choosing winning products… winning promotions… winning ideas... winning services?” Maybe there is, although I haven’t managed to find it yet. But then I’ve only been in the business for 40 years!
So, if there’s no ‘magic method’, could there be a way for you to improve your current selection technique? Well, that really depends on how good you are already. I don’t want to boast here, except I do know is that my success rate at picking winners is better than many. I follow a formula that I’ve developed over the course of time. It’s not infallible, but it seems to have served me rather well through the years. Here’s my little reminder rhyme:
A lot of science
A lot of art
Use your head
Ignore your heart
Oh, and there’s one more vitally important factor (sorry, but it doesn’t rhyme!) that I always take into consideration when originating new ideas! In fact it’s the most important factor of all and, in my experience, one of the most ignored.