Too often we do not take action because we are convinced that our ideas are not unique or worthy of the attention of our community.

This is especially true when it comes to using the social networks to publish content that serves a useful purpose.

It’s nearly impossible to study the business landscape and find an idea or topic that has not been discussed.

As a result, many decide that their idea has already been done – but they are wrong. Yes, that includes you and me too. We are all guilty of sabotaging our best ideas.

We need to remind ourselves every day that there are more opportunities for making a difference than we could ever handle.

In every industry there are customers who are unhappy, confused, inadequately served, and most importantly, hungry for solutions to their unsolved problems.

Isn’t this why the same problems never seem to go away?  That’s the opportunity, and it’s one that I’m taking action on – and you should too.

This past week I signed a deal with Wiley to write a book to help mainstream businesses use social media well, thereby building a more relevant and profitable business that better serves their customers.  

Is there really a need for another social media book?  My publisher and I think there is, and we have very specific reasons for that belief. It’s indeed exciting to be creating what hasn’t been done to better serve your community.

Can you tell me that you do not believe you have something unique to offer your customers, something that differentiates you from your competitors?  Of course you do, that’s what gets and keeps entrepreneurs in the game. You have to believe!

Here’s how to leverage that and bring to your customers the one thing that hasn’t been done that they both need and want.

Learn From and With Your Customers

Every business that has a loyal client base has an opportunity to create a new product or service that is needed, wanted, and as a result is exceptionally profitable. What everyone is doing eventually becomes a commodity, and that drives the profit out as more businesses seek their share.

While the solution is common, its execution isn’t  – learn from your customers. Your customers are a wellspring of ideas just begging for solutions. In fact, I believe we all need to redesign our businesses around this concept to maintain our relevancy with our customers.

Most of us sell ourselves short because we do not have the perspective that our valued customers can give us. Talk to your customers. They will be honored that you care enough to ask about their insights for improving how your company can serve them better.

Fearlessly Believe in Your Value

If succeeding in business were easy everyone would be doing it. When I look back on my career, I realize my greatest successes were the result of believing in myself. I imagine the same holds true for you too.

Last week I published an article about influence ranking service Klout. Fully aware of the controversy that has followed Klout for years, I was prepared for some pushback, and indeed I got some.

Disagreement is nothing to fear. In fact, you should welcome it, because it will help you to be more clear about your ideas, provided you firmly believe in their value for your community.

There is no question that Klout has a ways to go before it earns widespread respect. However, wasn’t that also true of Facebook, Twitter, and Pinterest in their early days? Keep that in mind, and simply believe in your idea.

Acknowledge and Then Ignore the Naysayers

I’ve personally blown more opportunities than I can count because I acknowledged the criticism of others, and then altered my plans as a result.

You can be open to the opinions of others, but then you have to determine what (if anything) is useful. Use what best orchestrates the accomplishment of your objectives, and ignore the rest.

It’s a simple process of asking a single-worded question: Useful?

This is something those of us that speak professionally quickly learn, because we get a great deal of feedback, much of it positive, a little negative, and every now and then downright nasty.

There is an expression that everyone is right based upon their level of understanding. So, there you go. Acknowledge that and move on with what is useful.

You know more about your business and customers than anyone.

And that’s why you are ideally positioned to create what hasn’t been done.

It worked for Steve Jobs.

As he often said – when you realize the people around you are no smarter than you are, you can change the world. 

What is the one thing that your customers desperately want that hasn’t been done? 

Can you do it?  Are you ready to do the work?