Do you have a big idea that drives your business? A big idea that gives cause to everything you do...a simple concept that defines who you are, the benefits you offer, and defines the ground your competition must challenge to beat you in the contest for the next customer?

Here's an example of a big idea and how it's used in a business. It's a brief example, but you'll get the point. It's an example from a business I have interest in, Master Portable Floors, Inc.

As background...Master Portable Floors builds portable floors, mostly used for ballroom dancing, weddings, and corporate events. Primary markets are hospitality and leisure resorts.

Two common problems with portable floors are trip hazards caused by extrusions above the floor surface and floor walk, a phenomenon of a floor actually moving after hours of continuous use. Both problems are common and troublesome. Our big idea in this business is simple and obvious...manufacture a floor that does present a trip hazard or move under use. And make the two most common and recognized problems in the market a purchase issue.

Here's what we do.

We actually highlight problems with portable floors when talking with prospects. We encourage prospects to carefully evaluate portable floor products for hazards known in the market. Then we tell them of our big idea...a floor that's designed and manufactured in such a manner that it can't possibly have the two most common and recognized problems in the market. And we use our big idea to justify everything we do - the materials we use for manufacturing, the manufacturing process, the installation technique, care and maintenance, packaging, shipment, etc. Everything we do is traced back to our big idea...a simple concept of solving the two most common problems with portable floors.

If it's that simple, why doesn't everyone do it?

Here is the secret of the big idea concept...Big ideas are about customer needs, worries, desires, and opportunity. It's about benefits, not features. Sadly, most businesses focus on themselves - their product features and functionality. Any business can have a big idea, but most of your competitors don't. Most businesses focus on their business, not their customer's. That's the opportunity.

Does your business have a big idea you'd like to share - a position that gives reason to everything you do?