If you want to kick your innovation into high gear, volunteer your work. There is no more challenging, creative and blue-sky client than a great charity.

Why? Charities understand more clearly than any business that their purpose is to connect with people.

Successful charities (and businesses!):

1. tell an emotional story
2. connect with each person on a personal level
3. leave room for each ‘client’ to transform their own experience
4. help members share their experience with others
5. work with similar organizations on shared causes

Item #3 is key. Any good sales book will give you miles of advice, and then admit, you’ll never really know why someone will or wont buy…

…but you can mitigate the issue of blind-luck:

Let your client sell themselves by creating their own experience!

Don’t be misleading, be open. Don’t be vague, be broad.

You cant teach, you can only aid learning.