Right FIT Ideas #273 – This week: Stories, New ideas, Cocktails

Sales and marketing Newsletter

Quick notes to help you grow your business in less time with less effort. . . sometime next week.

In this issue:

– Techniques for FIT
– Being Human
– Random Stuff

Techniques for FIT

  • Yes, a well crafted story helps sell your product, but don’t forget about the product. Putting lipstick on a pig doesn’t change the fact that it’s a pig.
  • Pitching a new service isn’t a one-and-done event. It’s a process to win people over. Part of your process is follow up. Have a reason for re-engaging in conversation and continue the process over time.
  • Lesson one in effective storytelling is show, don’t tell. If telling is “he is sad,” showing is “he hasn’t gotten out of bed in three days.” Show, don’t tell.
  • A leader needs a follower to be effective. It only takes one follower to start a movement, so find them. The first few will need to be passionate to stick with it, because it’s going to be a rocky start. Choose wisely.

Being Human – New ideas

“I don’t know if I practiced more than anybody, but I sure practiced enough. I still wonder if somebody — somewhere — was practicing more than me.” – Larry Bird

bird-magic-nba-poster(via nba.com)

There are few things as exciting as a new idea. When we have the inkling we’re on to something that could be big, we want to share it. I am approached for help on new products or services and the person sharing the story can barely keep their enthusiasm in. They want to rush out and share it with the world, right now. Six to twelve months later, the idea is dead or dying.

The reason? Not enough directed practice time.

To use an old speaker’s trope, for a lobster to grow it has to shed its old shell and grow a new one. The problem with shedding its shell is it’s defenseless. New ideas grow by being shared and each time it happens the idea is vulnerable to predators. Most ideas are killed in break rooms, over beers, and in trade show hallways. Long before they have a chance to take flight. They aren’t ready to shed their shells.

You can give your new product or service idea a fighting chance by nurturing it with practice, specific directed practice.

For instance, if you have an idea you’re trying to bring to life, start by working through the three most common objections you think you’ll be facing. Don’t dismiss them or minimize them. Build each one into a reason why someone will reject the idea and work through how you will get them over it. Use equal parts emotional intelligence and logic and come up with three ways to approach each of the three objections.

That is directed practice.

At first your directed practice will be internal, but it will need to shift to external practice to build its defenses. Like Mike Tyson said, everyone has a plan until they’re punched in the face. Share your idea with friends and family but ditch the overview. You won’t pitch overviews in real life, you’ll use a practiced pitch. Ask your people to give you feedback on your pitch.

Again, directed practice.

For your idea to not just survive, but thrive, it needs to get some callouses and scars. Nurture it along its path with a deliberate practice process. Don’t let it die during an aside over a cocktail. It deserves a better chance. Do the work to bring it to life.

Random stuff


“You can’t buy happiness, but you can prepare a cocktail. And that’s kind of the same thing.”


A well crafted cocktail is magic. As we complete this pandemic annum, I’ve noticed my bank account is more flush than usual. Part of it is business being steady, but digging through receipts from March 2019, part of it is expenses are way down.

March is my lovely bride’s birth month. It’s exactly 30 days after mine, so every day is a celebration. Once birthday month starts, we eat out a lot. The kitchen gets dusty. This month has been no different because we’ve had a lot of take-out, but the restaurant bills are noticeably lower.

Cocktails. I’ve been known to have a few during this month of feasts. Turns out they are expensive.

During pandemic, I created my version of a well-stocked bar, added bar tools, and find multiple recipes online, but it’s not the same. It’s close, but not the same, so I rarely have a mixed drink, sticking to water. Sometimes water with ice.

I’d like to blame it the lack of pushy waitstaff, but I think it’s because I get self-conscious making multiple tasty treats in front of Wilson ABC. He just stares.


Very judgemental.

Easier to just avoid it.

Go Jays. Beat Gonzaga.

(my “Camping with the Italians” recipe: 2 parts High West Campfire, 1 part Campari, 1 part Carpano Antica, mix with ice until chilled, strained over some new ice, garnish with orange)


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