[youtube]https://youtu.be/ZwSwZ2Y0Ops[/youtube]

Being a skateboarder and a fan of Lexus’ original commercial where you couldn’t hear the road noise because the car’s cabin was so well insulated, this hit me with the cool factor.

Love, love, love the hover-skateboard.  Would love to ride it…probably behind a car like on the Michael J. Fox movie, “Back to the Future.”

So once I get beyond my interest in the skateboard that was turned into reality by Lexus, I think about how it got there.

First off this is something you just don’t see coming out of a government-funded project.  This is something that the private sector creates.  It may not have immediate profit potential.  But it is the kind of innovation that gets the creative ideas flowing.  And that is what generates future inventions that are game changers in any industry.

Secondly, it is big news because it is a visible manifestation of a cool idea still in the head of many 40- and 50-somethings given its tie to the movie.  It ties to people’s childhood and so gets ahhh points.  It is a great story.

Thirdly, it reinforces the brand, Lexus, as always the innovator, cutting edge.  You can’t really say that about other car manufacturers.  So it ties to their competitive advantage, their unique positioning in a heavily competitive and crowded luxury car market.

So looking at your business, are you rolling out unique, interesting, and news-worthy products or services with great stories behind them, that reinforce why you are head and shoulders above  your competition?  And worthy of their discretionary dollars?

If not, what could you create that meets or exceeds those criteria?  Capture your prospect’s attention.  And then show them why you’re worth that attention and their money.  You’ll be glad you did.