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Identifying a void is usually the beginning for new ideas. However, filling a void before anyone else can is a formula for success. Any brand manager who has failed to identify let alone fill the void is eternally paralyzed once others have entered their sacred space. Identifying a void doesn’t infer ownership; filling one does.
We often misplace our kudos when we champion those who’ve only identified a void. The ability to identify a void versus the capability to fill one requires significantly different skills. Anyone can identify a void—few will ever fill one. Identifying simply requires being in the right place at the right time. There are countless dust-filled presentations in the files of venture capital firms all representing a similar basic idea based on identifying a void in the marketplace.
Talk to any capital investor and they’ll tell you how they hear the same idea over and over again. The ideas might have different logos and even relate to completely different industries, but it’s the same basic idea based on the same identified void. It is much easier to take risk on those who already occupy the void and are now poised for success.
Pierre Omidyar didn’t just envision an idea for eBay. He sat at his kitchen table over a weekend and wrote the code to fill the void. He was already filling the void when he sought outside investment. Aaron Greenspan, Mark Zuckerberg, Cameron Winklevoss and Divya Narendra all shared similar ideas for developing online social media tools to connect people, however, Mark was the only one to fill the void with an app called Facebook.
So what’s the secret to filling a void? It’s nothing more than an empty space where no one currently resides. Here are three steps to consider:
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Step One. Get in there! When you do recognize a void, taking the time to consider a perfect plan could cost you success. There is always a high probability that someone else is right behind you. Get in there first! Ask yourself, how can I get there as quick as possible?
Step Two. Announce you are there! Don’t spend any time praising yourself or your team for having identified the void. Again it will cost you precious time in staking your claim. Your first message should be that you are there. Focus on what it will take to let the world know you are there.
Step three. Map the area for others! Be the first to share information about the landscape. There is most certainly someone on your heels. Identify them and then include them as a latecomer on your map. Appear to be the keeper of the space. You are the expert now; act like one.
In some cases you may find the appearance of someone filling the void when in reality they failed to go all the way in or to occupy the total space. It’s sort of like discovering the opening to a cave yet being afraid to venture further into the unknown. Sure it’s dark in there, but you will never know what dangers, and rewards, lay ahead until you venture all the way in.
Average brand managers will prefer risking resources to reputation every time. Identifying a void takes little effort and returns little reward; being the first to fill a void requires much effort and brings much reward.
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