What’s the Idea? (The Daysteps Story)

Ideas are a dime a dozen. What’s infinitely more difficult is turning an idea into a product that appeals to a given group of customers, then communicating appropriate benefits to the customers. Back in October of 2008, Kelly knew the major benefit (to help women easily integrate positive change into their lives a day at a time) and we all felt in our hearts there was a true need. We also had a still-fuzzy notion of our customer group (actually, it’s still fuzzy. only time will tell…but there is more definition and focus now!) What we didn’t yet know was the product itself or the specific features.

Anyone who has started a company around a single as-yet invisible product knows we had A LOT of work ahead of us. To me, undeveloped ideas feel like a tangled mess of silly string, rubber bands, and neck chains waiting to be picked apart. Some will dissolve upon examination, others will stretch and contort, and a few will be truly golden. After much consideration, our “golden” idea was to develop a planner a woman could call her own; a personal possession where she could work out what’s on her mind, discover her true intentions, and make significant adjustments to her life on a daily basis while still going about her everyday routines.

So, Kelly’s general benefit had become a product concept. We’d made some progress, but the product itself did not exist even in our heads. Making the transformation from conceptual to physical was still ahead…

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