I had a conversation today about this project where I spent a fair bit of the time explaining what it isn’t. For example:
- It isn’t a think tank, commonly understood, because it won’t have the infrastructure or staffing or resources associated with think tanks (indeed this is a critical part of the business model);
- It isn’t a competitor to existing think tanks, because we’re looking mainly at a market that doesn’t commission research at the moment;
- It isn’t a research supplier as such, because the point of our approach is that charities and other provider organisations often have much of what they need in order to conduct policy work already (credibility, experience and expertise, relationships to stakeholders etc).
I don’t mind having to take this ‘isn’t’ approach – though it does make what we’re doing sound more negative than I’d like – but obviously it begs the question of what this is.
One of the difficulties with innovation (if I can call this an ‘innovation’) is describing what you’re doing in a simple, easily-graspable way for others, when by definition it’s something new, and at the same time as you’re still exploring for yourself and potential customers what the ‘is’ is. This is why you find yourself using more ‘isn’ts’ than you’d like (and hedging these often makes it even murkier: “Well, not exactly, it isn’t quite like so-and-so…” etc etc).
One way that anyone developing anything ‘new’ tries to get around this is to compare their ‘it’ to some existing products and services (‘it’s like x but for y’). Or they cite examples of things we’d all like more of and then suggest that their product or service will produce these things more cheaply and easily. We’ve done both of these at various times here. We’ve suggested that it’s like ‘Sourceforge [but] for social policy‘ and that we’d like what we’re doing here to support the production of many more user-led Spartacus-like reports.
Both of these approaches keep some of your options open – but only for a while. (And after all, what does it really mean to claim, as thousands of entrepreneurs must have done over the past few years, that they’re developing ‘the new Facebook, but for [insert niche but potentially profitable audience here]’? And if it’s so much like Facebook, minus of course the hundreds of millions of dollars of investment in functionality that Facebook and its investors have made, then why wouldn’t your target audience just use Facebook instead?)
Inevitably you begin to approach the point when you have to say ‘this is what it is’, in order to give potential partners enough to provide you with an honest response about whether it meets a real need they have – in short whether they’re in or not. But you resist this because you also have to give something up: the idea that your project appeals to everyone or could ever appeal to everyone. Promise and potential (which are nice things that everyone can buy into) has to give way to practical appeal (which of course means a much smaller audience of actual buyers). In this sense, the more you define what it is, the more you make it something that isn’t for some (probably most) of your potential audience.
We’re getting nearer to this point – but we’re not there quite yet.