Over the weekend, I launched a new travel blog. It’s part of a new project I’m building as part of a course for the new company I’m about to launch. What I like about it, is that it gives me a new laboratory: a place where I can experiment. ( Ever wonder why my business is called New Marketing Labs ? Not by accident.)
It’s also a place to re-hone my skills in the art of putting together all the various parts of an online business. Having a lab is vital to the growth of your business. Let’s talk about that.
Labs Are Off-Main
First, let’s explain that your laboratory should be away from your primary site or online presence. In launching Man on the Go, I didn’t make it a main feature inside of [chrisbrogan.com]. Instead, I gave it its own domain, it’s own place to grow. With all experimentation, it’s good to try it away from the primary source of your business, at least at first.
Labs Have Goals in Mind
Experimentation starts with a supposition. In the case of this project, I’m building a media site that’s built for content marketing. My supposition is that I can launch a successful media property around the business travel space, even though it’s fairly busy, because I can be successful in differentiating. Judging by my first few videos, I will have a lot further to go to prove this.
But I have a goal in mind, and that’s what matters. In my case, I have about three goals:
- Write up all details of the experiment for my new course.
- Earn $500/month or more by month 3 of the launch.
- Write up all the how-to material to make into an ebook and/or a service offering.
Labs Are For Experiments
I have ideas I want to try out that are more suited for Man on the Go than this site. I will experiment over there and see what comes of it. If some of it works, I might incorporate it back over there. My main goal: not to do the same stuff I’m already doing over here. Why replicate?
One experiment: multiple authors. I’ll open this project up to others, just as soon as I work through how much work will go into vetting submissions, as well as how to properly compensate them, etc. So, I’ll try that on Man on the Go and see if there are lessons I can share forward.
Labs Can Be Home to Failures
They say Thomas Edison failed over 1000 times before he invented a lightbulb that worked, and that he retorted that he hadn’t failed, but instead had simply worked out 1000 ways not to invent one. Failure is part of learning. Do you think I’ve never failed? I fail plenty. I fail often. I just learn fast.
Labs are For Innovation
In the end, the goal of a laboratory is to create breakthroughs. I’m hoping to help others replicate what I learn from the Man on the Go experience and help them achieve escape velocity with their own efforts. That will be one of many innovations I can bring forward to people hoping to grow their businesses.
If You Don’t Keep Your Hands Dirty
If you step away from the processes that make things happen, you fall into the realm of theorists. There are plenty of authors writing books about other people’s work, adding their thoughts and insights, but essentially, reporting on the works of others. I can’t do that. I have to be part of the story.
What I do with [chrisbrogan.com] is often partly an experiment that I can take and apply to partners and clients at New Marketing Labs. What I’ll do at Man on the Go will hopefully help my new business grow. But no one will ever be able to say that I’m not active in the space that I’m talking about. I’m breathing it every day.
Where is Your Lab?
Where do you experiment? Where do you dare to mess up? Where do you take your first steps? And what have you found out through the processes built into making a lab?
Photo credit casers jean