The Idea Platform

An idea platform is a system of expressions that bring content to life, deliver it into the world, and build it over a sustained period of time.

Internationally-known gurus like Jim Collins and Martha Stewart have created brilliant idea platforms, as have domain masters such as Edward Tufte and Andrew Weil. Strong idea platforms include several expressions: first and foremost a book, with a web presence, social networks, live events, tools and methods, a curriculum, even an institution or merchandise.

Each expression carries different elements of the content, sometimes to different audiences, and each has a specific purpose in the idea platform. When the expressions work together, they create respiration—ideas flowing out and flowing in—which adds richness and is necessary to sustainability.

Every idea platform is unique, in terms of the sequence of expressions and the value streams created. The book may come early in the sequence and drive the other expressions, or a web presence may come first and lead to a book. The book can be the primary source of value, or it can be an investment that creates value in other parts of the platform, such as speaking or consulting.

All successful idea platforms are the same in that they enable an author to express important content, reach key audiences, and change the world.

The idea platform is structured around the author, content, expression, audience, and context, and is influenced by several dynamics:

Sequence

Expressions of the content—books, social media, branding, and presentation—can be introduced in various orders which affect how they reinforce one another and how the value streams develop.

Cadence

Authors create expressions in very different cadences, sometimes in rapid-fire sequence, sometimes with long gaps between each one. Cadence can build or diminish the author’s authority and have an impact on the value streams.

Value Streams

Every idea platform creates value in different ways. Certain expressions will create more financial value than others, while others are more important for building networks. Some expressions.

Respiration

The expressions of an idea platform must reinforce each other and facilitate respiration—so the author is “breathing out” with existing content and also “breathing in” new content and ideas from various audiences within different contexts—in order for the platform to be sustainable.

Convergence

An idea platform can be dramatically affected by a convergence with an event or trend in the surroundings. An author needs to be aware of such convergences and learn how to take advantage of the convergence or to lessen its negative impact.

Cross-over

Most idea platforms are designed to connect with a primary audience that is in the author’s domain of expertise or endeavor. Sometimes the content can cross over to other domain audiences and, quite rarely, to a more general audience. Authors must focus on their primary domain audience and not be distracted a desire for cross-over, but also take advantage of cross-over opportunities when they arise.