Most Companies in Africa are Starved of this Very Important Thing.

Most Companies in Africa are Starved of this Very Important Thing.

The idea is hot. Then there's lag time. Then there's implementation time. Then there's roll-out time.

Imagine a movie hitting the screens with no title. Just a sign saying “Come and see what it is." No hint, no byline just “This is a movie.”

People wouldn't go see it.

There's something important that has to be created in between the idea and the release. It sits right in there like a charm, and it's almost more important than the idea. Wait for it...

Anticipation

  • Anticipation is the rustle of excitement before you can dig in.
  • Anticipation makes somebody save money for weeks (or months) in order to be apart of the release date.
  • Anticipation causes the customer to imagine what it will be like.
  • Anticipation builds promise and hope, and forces someone to make the release part of their schedule.

Most companies try to create hype in two days and release. People aren't ready. You must build up the anticipation. Hype takes time to marinade in your customers’ minds.

Here's a rule: the less known you are, the more that has to be put into creating anticipation.

If you do something right the first time, the less time you have to spend on creating anticipation. It's like Apple, once people believe in your stuff, it takes a lot for them to miss out on your next big thing.

If you do it badly the first time? The next time you release something, that anticipation timeline grows like a beanstalk.

  • High Anticipation + Good Execution = Trust
  • High Anticipation + Bad Execution =  Distrust
  • Low Anticipation + Good Execution =  Indifference
  • Low Anticipation + Bad Execution = Invisible

If you're going to do it right. Pull them in and spend time creating the anticipation. It has everything to do with how well it goes.


(photo via aftab.)