Welcome to One Thing Better. Each week, the editor in chief of Entrepreneur magazine (that’s me) shares one way to achieve a breakthrough at work — and build a career or company you love.
You want something. Maybe it’s a new job, a client, a collaboration, or a chance to get involved with something exciting.
So you do what everyone does: You pitch yourself. You talk about your experience, your skills, and your track record.
But here’s the problem: Everyone else does that too. And there are a lot of talented, accomplished people out there.
Today, I want to show you a different approach — one that I’ve used to open doors and create new business for myself. And here it is: You must become an idea machine.
I’ll show you how and why it works. But first, here’s where this idea (to be an idea machine!) came from…
The tests that made my career
When someone applies for a magazine job, they’re given what’s called an “edit test.” I’ve taken many throughout my magazine career.
The test usually comes in a few parts. You edit some raw copy. You write headlines. Then you generate a ton of story ideas — things you would write, or assign, for the publication.
As a job applicant, I always found these frustrating. I had to produce a flood of ideas that might never be used, with no guarantee of anything in return.
Then I became a hiring manager, and I immediately understood why the ideas section was there: It’s the only part that truly tells you anything about an applicant.
Lots of people can edit copy and write headlines. But ideas tell you how people think. They reveal curiosity, creativity, and range. They show whether someone is genuinely engaged with the world or just going through the motions. And people with great ideas — truly sharp, surprising, useful ideas — are scarce.
I always hired the ideas person.
Then I realized: This scales far beyond getting a job magazine…
Your life is an edit test
Here’s the thing about an edit test: It is a prompt. It literally asks you to produce ideas.
But in life, we can’t sit around waiting for prompts. We must deliver ideas, on the fly, at every opportunity available.
So here’s my challenge to you: If you have someone’s ear, pepper them with ideas.
Are you in a meeting? At a networking event? On a cold call with a client? At a job interview? At lunch with a professional contact? It’s time to let the ideas fly.
I know this might feel uncomfortable. You might think: Who am I to give this person ideas? But the key is framing.
You’re not sitting down and saying, “I have some ideas I’d like you to consider.” That’s weird and formal. Instead, you start by asking them questions. What are they working on? What are their priorities? Why did they make that decision? Be curious and inquisitive. And as they talk, start to think about either…
- Things you’ve seen work elsewhere, that they might want to know about
- Experiences you’ve had in the past, that could be relevant to them
- Exciting new ideas that might get them thinking
Then you can say things like:
- “I’m sure you’ve thought about this, but…”
- “You know what would be so fun…”
- “What you’re doing is so interesting that I can’t stop thinking about it…”
These phrases do something important: They signal that you’re not sharing ideas because you think you’re smarter. You’re sharing because you’re genuinely engaged. And that engagement — that enthusiasm! — is itself part of what you’re offering.
I have done this with major founders, CEOs, and global celebrities. They were not asking for my ideas, but I started riffing anyway. They always perk up. And often, new relationships and business deals follow.
Here’s an example:
How my ideas turned into business
A few years ago, an old contact of mine reached out to tell me about a business he’s working on. He wanted me to make an introduction for him.
We got lunch to discuss it. This business sounded awesome — and frankly, I wanted to get involved myself. But I just couldn’t say that outright. If I started pitching myself, my contact would get cagey and say something like, “Well, I don’t know what our needs are right now…”
So instead, I just started peppering him with ideas. Things this company could do. Ways it could grow. Things I’d seen work elsewhere. He was instantly interested.
“You have to meet the CEO,” he said. “He’ll love this stuff.”
A meeting was arranged. The CEO told me about their challenges, and I riffed on more ideas and solutions. Then he invited me to join one of their internal meetings. I did the same thing there.
Within a few months, they asked if I’d work closely with them. They created a position for me, and pay me a monthly retainer. I absolutely love the work.
I’ve also gotten speaking gigs this way, by talking with clients and riffing on ways to improve their events. (They didn’t ask me for that, but I offered it anyway!) I’ve sold sponsorships this way, by talking to brand managers and riffing on their marketing plans. (They weren’t looking for my marketing advice, but I offered it anyway!)
I cannot stress how compelling this is to people. Ideas win people over. It’s that simple.
Turn your ideas into action
When I share this concept with people, they often have two points of skepticism. So I’ll address them here:
- What if someone steals your ideas? Simple: Just don’t share anything you’d like to keep confidential! If you’re doing this right, you’re sharing totally fresh ideas or insights that make you look smart. For example, I recently had lunch with the CMO of a big company. She told me about an upcoming campaign of theirs, and I started riffing on other things they could do. She loved my thinking and started taking notes. These ideas wouldn’t have come to me without that conversation, so there’s no reason for me to be protective of them. If she uses them, that just validates me.
- Are you saying that ideas alone win new business? No, I’m not. Think of ideas as the opening of a conversation. Next, you must convince people that you can execute those ideas too. Because without execution, ideas are worthless.
A few months ago, I wrote about how there are two ways to be in the world — singular, or interchangeable. To increase your value, you must be seen as a singular talent. You must be the person that someone wants, rather than just a person that fills a role.
When you’re an ideas machine, you become singular.
Remember: The world is full of talented people. There is no shortage of skill, experience, or capability. But there is a shortage of people who think fresh, share generously, and make others feel like their work is exciting and inspiring.
Do not wait to be asked, because nobody’s ever asking.
Just be the exciting person.
That’s how to do one thing better.
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