This is a framing exercise championed by Oren Klaff (author of Pitch Anything). The main point of the BIG IDEA frame is to set the tone at the beginning of an interaction to get someone's focus and attention toward you. You will use this in all types of meetings: VCs, customers, talent, etc. If you present the BIG IDEA well, it will frame the conversation you have with them in a way to have them chase you. You generally introduce THE BIG IDEA at the beginning of a presentation.
We will give you below a set of questions to answer, examples, and criteria in crafting your BIG IDEA.
Inputs for Crafting Big Idea Statement
Please answer these questions for yourself. No limit on how you answer these. These will be inputs you use in crafting the Big Idea Statement.
1. What is DIFFICULT about what we do? In general less than 2% gives feedback and in the moment even less.
2. What is INTERESTING about what we do? Action in the moment feedback can have a big impact on every business
3. What do we do that is not OBVIOUS to an outside observer? We gamify the feedback process with an on premises kiosk.
4. WHY is this business worth doing, why would someone find this compelling? The impact will be high on quality, working environment and sales.
5. If we succeeded in our mission/goals/objectives, what would be the economic upside for everyone involved? Any business that have a scalable positive impact and is organized as a SaaS service will have a good financial result.
Examples of Big Idea Statements
Here are examples of Big Idea Statements to review. Also, you can watch this video to help organize your thoughts clearly.
Craft Your Own Big Idea Statement
Now use the inputs from the questions above, and inspiration from the examples to craft your own big idea statement.
The statement needs to be 200 words or less.
Your Big Idea is Ready Once You Have:
Oriented the reader with a compelling first sentence on the problem or topic my business addresses that does not presuppose an interest in the problem or topic.
Introduced a thesis statement that describes a force of change at a high social, economic, or technological level.
Supported that thesis with verifiable statements that inform the reader why that change is happening.
Educated the reader about what this change means economically.
Removed any mention of my company or product.
Hinted at the economic upside in concrete numbers.
Used only language in a Wall Street Journal or Harvard Business Review tone.
Made sure that every statement is verifiable and provable through research.
Used only active verbs.
Removed all adjectives and adverbs.
Used specific, concrete, simple, everyday language.
Removed all figurative, metaphorical, or vague language.
Now, your deliverable is to write out the BIG IDEA behind your business that is 200 words or less (the fewer the better), and takes no more than 60 seconds to read out loud.