Before You Dive In!
I know you want to hurry up and dive into this but
before you do…
For those of you who will be joining me and others For
the 1-Day Mega Star Product Master Workshop opening
soon for sign up, what you read here is what goes
straight into that workshop.

• Below, you’ll
fi
nd a WELCOME followed by the three
steps from the Mega Star Product workshop.

• THEN we dive into the details of the strategy.

• I’ve also made a 150+ page Picture-ebook that takes
you through how the strategy works. You’ll get that
ebook as part of the workshop.

I’ve made it super simple, fun and engaging… with the
fun-option to go deeper in the coming weeks if you like.

Enjoy, make good use of it and let me know how it
goes!
Innovation Embassy © 2022 edge@innovationembassy.com

WELCOME!

Mega Star Products are the Innovations and Disruptions that open up for an awesome and
surprising new world. They switch something on we have never seen before or even considered a
possibility… until we saw it. And now that we’ve seen it, we can’t go back! We MUST have it.

These are the products that not only made us feel better, they changed our lives….

But how do they do that? And what is the mindset di
ff
erence of the leaders behind a Mega Star
Product? The simple premise, I have found after working with Mega Star Products the past 15 years
is this: They present a new character that turns into the product and yes, into a new business model.

I understand how this presents quite a di
ff
erent de
fi
ntion of Innovation, Disruption and the
blockbuster products we choose. How are you supposed to work with that premise?

Where in the Business Model Canvas does it say “character” and what does this mean for R&D or
the marketing department? Were is growth, scalability and pro
fi
tability? Or as a startup, what
implications does it have for your “Big Idea”? How are you supposed to manage it?

None the less, this is the #1 strategy behind a Mega Star Product that de
fi
nes a new category,
becomes market leader and the customer sees as King above the rest. They OBSESS about
character, building character and using character.

Why character? Because the character will explain the new world your innovation or disruption
introduces better and faster than you ever could in a millions years. What it is, who it's for, how to
operate it (hint! This is the big one) and how the users in the end get awesome value.

The character helps to bypass all communication
fi
lters and speak directly to our inner logic. How
we’re going to get a certain result, we can’t in any other way. How it will turn us into a better version
of ourselves and how it leads to progress. And that’s attractive.

I’m telling you this upfront because it’s the premise behind the Mega Star Product Blueprint you are
about to read. After this welcome, I’ll show you how an idea or a product turns into a Mega Star…
what needs to happen.

After that, you’ll
fi
nd the full strategy. It starts with the big picture that includes identifying the
business and continual innovation. For instance, the Brothers Wright
fi
gured out how to
fl
y but they
never
fi
gured out the business.

In Part 1: Mindset Leadership, I’ll show you why we have a tendency to EITHER favour the
technology OR the business. Very few leaders attend to both. They have what I call “a King Pro
fi
le”.

In Part 2: Sequences, we’ll go through the sequencing your prospects go through before your idea
or product shines and becomes a Mega Star Product in their mind. And you become leading Edge.

These are a few highlights from the strategy but remember. As you use this strategy, what you’re
NOT doing, is following a manual or a set of steps even though that’s what it looks like.

What you’re really doing is
fi
nding your system. The system that will lead to your Mega Star Product
 

Here are the steps that turn an idea or product into

a Mega Star Product…

Step #1 Character: this is vital because it is the ONLY tool you have to communicate a new
“something”. It happens instantly. Where do you think the phrase “
fi
rst impressions matter” came
from? The character bypasses all
fi
lters and connects directly. The character tells us WHO the
product IS and with it, what we can expect from it. The product will change something but what and
how? For instance, do you remember Angry Birds? That’s actually only part of the character. You
remember the evil pigs and buildings that crumble when attacked. Which brings us to the PREMISE
for the whole game: you can “pull an angry bird in a slingshot and let go”. The premise is a physical
e
ff
ect. It’s the character’s job to convey all of that. If the premise holds, your product will de
fi
ne a
new “thing” and enable a new business category. This is why the CEOs and Entrepreneurs behind
Mega Star Products constantly think in terms of building and then utilising character.

Step #2 Connecting the dots: this is vital because it’s how you bring your customer to an epiphany.
How you get your customer to get the same idea you got. To bring THEM to experience the world
and the new value you are introducing. Connecting the dots can take a brief second together with
step #1 or depending on your product, it can take longer time. The way to connect the dots is to
present the product in a sequence of separate products. Some are known to the customer, some
are a surprise and some are a mystery. Combined, they bring the new world to life, Example of
connecting the dots could be this: What do you get if you combine peoples homes, hotels and an
app with a booking calendar. Maybe you got it right away but I hope it took a moment. That for a
moment, you experienced it as a mystery you had to solve. And then… you suddenly got it! Because
that’s exactly the experience you want your customers to have.

Step #3 Closing the door: Just like there’s a premise for why people will want your product, there’s
also a premise for their current (alternative) choice. If they don’t choose your product, they’ll
choose something else. What is it and what is the premise. This is what you must
fi
nd out. Then you
label it in a way that’s not negative but is saying “you’re coping”. Again - we’re not looking for a
premise that is intangible. It must be physical. Likewise, you want that premise to exactly be a
premise you are replacing and with it, how you are enabling the new world. That’s where the magic
happens. In the customers mind, they now get the value upgrade from their current choice up to the
new value you are o
ff
ering. This is also known as the intrinsic value. Because you’re product has
intrinsic value, you can o
ff
er it at higher price.

Here is what all Mega Star Products have: When you can hand the customers “the keys” to control
the new world, you’ll have made a SWITCH. It’s your business model and it’s how to bring
something to market the competition can’t copy. Not for a long time at least. The
fi
nal take-away is
this - because you know the character, it’s also the keys to continual innovation.


The Mega Star Product Blueprint
 

THE BIG PICTURE

• MSP STRATEGY

• Creating products that tells a new and surprising story at
fi
rst sight

• Escape the Numbers Game and Hope-Recognition”

• Lead the prospect through a structured sequence of your content

• De
fi
ne a new "thing" and create a new niche (category ownership)

• Make the customer turn their back to their current choice

• Create a new Culture, become a new trend and start a new Era

• CREATING an AMAZING OPPORTUNITY

• Why your customers need the premise behind your star product before they will buy

• What your customers are really buying (hint! Not your product)

• How your new value turns the competing choice into a bygone era

• TURNING INTO a MEGA STAR

• The BIG "must" -
fi
nding the CHARECTER behind your Mega Star Product

• Give them what they think they'll get, Then reframe and create a real surprise

• Becoming irresistible: The "mystery" you solve - but how? They MUST
fi
nd out!

• OWNING [YOUR NEW CATEGORY]

• The business of de
fi
ning a new “THING"

• The 80/20 rule - where it comes from, what it means and how to use it to create a Mega Star
Product

• When your new product and business model connects and creates a new level of economy

• INNOVATION FACTORY

• When time "rede
fi
nes" the value you o
ff
er. What to do and what NOT to do

• Getting the tools and strategies that play to your strength

• Ecosystem tactics and co-innovation
 

THE MSP TACTICS

• PART 1: MINDSET LEADERSHIP

• Simple system mindsets and your communication

• Why you do not want to make them "understand your idea”

• Resolving Cognitive Dissonance

• Dealing with beliefs and anchors

• Resetting the system to your advantage

• Epiphany, ideas and desires

• Mirroring, labelling and recognition

• Inhibitory and excitatory states

• Away from and go towards strategies

• World experiencing and fractals

The mindset piece is framed around how we perceive our reality. Have you ever tried walking
from one room to the next to get something. Then suddenly stop and can’t remember what it was
you went in there for?

We have an internal scanner that’s constantly at work for us, that tells what ANYTHING around us
is. It also “clears the screen” so to speak. For instance, when we go into a new space, what was held
mentally short-form is deleted. That could be the thing you went into the other room for… There’s
lots of other things going on but one more to mention. Think of it as having a fast-brain and a slow-
brain.

Mostly, we operate from the slow brain… The “fast brain” is operating at SUPER speed. For instance,
when driving a car, when overtaking another car, if someone is coming up fast from behind or simply
if there is space to overtake that car, your fast brain will alert you. But you can tell it what to look
for and be on the outlook for…. if you know what something is. IF we don’t know what something is,
we default to the chicken-brain and make a full halt.

How do we know what something is? We’re CONSTANTLY piecing at least three pieces of
information, we combine into a de
fi
ned thing. I’m going to bring all of this together and show you
how this works with innovation and disruption and make it operational. To top it o
ff
, this mindset

piece will show how we are really creating new worlds each time we introduce an innovation or
disruption. It’s a fantastic part of the Mega Star Product 4 session course.

THE MSP TACTICS

• PART 2: SEQUENCES

• Stepping into the value "story arc" with "the next chapter

• Storytelling products and how to use them

• Breaking down your product into; 1. expected, 2. the surprise and 3 the mystery

• Framing for cognative dissonance, Reframe and meeting in the future

• Pre-leading - invite your prospects to your story

• Placing your prospects in a di
ff
erent world

The sequencing is about how our innovations and disruptions are part of a greater narrative, how
we understand anything AS a story and the sequencing of that story. Also how there is always at
least one story behind the story.

It’s about how we live and experience the world we’re in, how to reframe or even reset those stories
and where we lead our prospects to… a better world.

Our prospects always have a bridge to cross to choose our innovations and disruptions. Even when
you know everything there is to know about presenting your idea or product, you still need to take
their hand and show them the way. Imagine your prospects as blindfolded. They WANT what you’re
o
ff
ering. But they need to cross a bridge and there is a sequence to it.

To any story, there are a set of themes, questions, ideas, knowledge and conclusions. When we
place them in front of our prospect, they create a logic.

I’m going to give you lots of everyday examples and show you how it works. I’ll keep adding new
instruments that will be extremely useful in many di
ff
erent situations including meetings, your sales
and marketing material but also your product UX.


THE MSP TACTICS

• PART 3: OFFERING INNOVATION AND DISRUPTION

• What the market wants

• the next chapter

• the di
ff
erence between need, want and desire

• the fear of being left behind

• Innovation and disruption

• adding or removing a value-dimension

• The business models, step-in, midrange and highend pricing

• What will get your prospects REALLY excited?

• Where's the passion? Where's the dissatisfaction?

• The controller and the on/o
ff
button

• Feeling safe and being in control

• Using your premise to open a new world

• The REAL outcome for your suspects

• Category ownership, de
fi
ning a new "thing" and your business model

• Creating a new category

• instant customer loyalty

• When your premise turns into your business model

• Advanced move: All Mega Star Products are a “SWITCH"

• Your prospects loves switches - so o
ff
er one

• The handle-method to make instant intuitive products

• Handing your prospect a super-power

This is where the real meat of the strategy is found. Think of it like this: When ever we’re aiming to
innovate or disrupt a business category, we can either pursue the market opportunity or the new
experience we want to create. Preferably we should do both! Thus, creating a product to do either
one is the “basic game”. And within the basic game, we can become “experts” and even “masters”.

The moment you start to think of both, we move up and enter “the advanced game”. This is easier
said than done. We all tend to be loop-sided towards one or the other. This is key to understand to
enter the advanced game. The tool to help you is understand, you’re not just o
ff
ering a product but
a SWITCH. Once you get that, you’ll easiER be able to work with both product and business.
 

THE FOUR PATHS TO A MSP

• The Mega Star Map: Where on the map you are right now and where you want to be

• The 7 E's of Mega Star Products

• Simplicity and simplexity - di
ff
erent types of innovation and their purposes

• Disruption and Innovation choices - which to choose and why

• The art and business of trend-making

• Becoming one of the few who manages to escape the numbers game

I’m going to show you what i call the Innovation and disruption map. In a nutshell, it pinpoints the
attributes our product has according to the desired outcomes of our prospects.

As you’ve noticed, the three steps are not explicitly shown in this Blueprint overview. That’s because
in the Edge Academy, the steps allow me to take you through a guided structure. But inside of each
step, I go through everything you see in this Blueprint overview.

HOWEVER! I do so a little bit at a time. Like explaining a game. We start with the ground rules. Then
add more advanced rules as we go.

The four paths to a Mega Star Product is a part of the ground rules. It presents a premise for
everything we’re doing in this course and the Edge Academy in general: Until you’ve created a new
character, a new “WHO” - complete with its superpowers, values (even temperament!), how to
handle, context-placement and business-model, you’re not really innovative or disrupting anything.

Let me hurry and add, not that what you are doing isn’t fantastic perhaps even brilliant. It’s simply
not enough.

What we need to act on when innovating or disrupting is this: What is the new trend we are creating
and WHO do our prospects “turn into” when they use our product or service? This is di
ffi
cult to even
contemplate but it is VITAL you do so.

Therefore, let’s do it together. It’s why I made these three steps and it’s why the Edge Academy is
there. To help you
fi
gure this out before you get started, as you get started and after you have
started.

The aim is to get you OUT of the numbers game and onto your path to success.


YOU AND MSP - PART 1

• No idea

• You do not need to have an idea

• We're going to start with who you want to work with anyway

• The good news - THEY will hand your idea to you.

• The bad news - ideas do not become mega star products

• More good news - the REASON they gave you that idea DOES turn into a mega star
product

• No Product

• You do not need to have a product

• We're going to start with who you want to work with anyway

• Something you might want to consider: The product is what your prospect enjoys

• What are they "enjoying" now? Or, in your opinion perhaps, coping with?

• Could they be enjoying a better experience?

• I'm not celebrity

• Who is from the start?

• IF you want to be the one behind a Mega Star Product, that might be a good thing!

• However, creating a Mega Star Product will make you one

• I'm not tech savvy

• Great! That means you keep focused on what matters most

• The tech WILL appear. In fact, not 12 wild horses can keep it away

• Your job will be that SOMEONE blends materials and technologies into a STAR

• I don't know anything about innovation

• I'll show you the easiest way to understand what an innovation is

• And what makes it tick and what it is not and where the business is - you'll love it!

• You'll also get what a disruption is and how it's di
ff
erent from an innovation

• All in all - I'll show you the easiest way EVER to make innovation or disruption operative


YOU AND MSP - PART 2

• I'm in to Design Thinking/the Lean Startup/Co-Creation….

• Great! So am I and what I found is MSP helped me massively improve my sport

• This is systems-thiking. It's not problem-solution-assumptions-development-launch. It's all
of it - at once.

• Innovation & Disruption ALWAYS go through a form-change before they become Mega
Stars.

• I don't believe I can make a Mega Star Product

• I think Yoda said "THAT is why you fail”

• Yoda also said "Do - or do not. Don't try. But honestly - how can you do something you've
never done before? No one can. You need to try - with style. That's doing.

• It starts with - YOU. No - not who you are now but who you once were.

• No way anyone KNOWS the deep secret behind Mega Star Products

• The premise is SIMPLE - I didn't say it was EASY. In fact, this is HARD

• Luck is a factor... it just shouldn't be the one you are relying on

• Timeliness is a factor - and what you'll see is you CREATE timeliness

• What if it's all a hoax? That I made it all up? Then look at your shoes and tell me they didn't
have a character you chose…

• I like simplicity - his looks interesting AND it looks super complex

• Think "Fast Food". Either it's fast - or it's food. This is the later

• ALL of us get our own ideas and value - our cusotmers might exactly look at it as hard
work to "get it”

• Convenience is what you are going to give your customer - it's not what I'm going to give
you

• Innovators and Disrupters all have a choice - stay in "the numbers game" and hope that
your customers
fi
gure it out by themselves... or
fi
nd out how your customers connect the
dots and lead them


Depending on who you are, your interest in Mega Star products will obviously be di
ff
erent. During
the years, I have spoken to many people and these a few of the them.

It might be you can see yourself in several of these people. Many of us have several identities and
I’m sure do to as well have several interests in Mega Star Products.


YOUR MEGA STAR PATH

• Business Owner

• Think of what you learn here as "plug'n play”

• And a way to get to the deep value you are o
ff
ering

• Also how to o
ff
er it in a way that plays to your strength

• Start with your Big Idea and the premise behind your product

• It's the premise your customers are buying

• What you then need to do is install the element that turns it into a must-have: character!

• Then you need to identify the premise and character of their current choice.

• The di
ff
erence is the upgrade-value you are o
ff
ering - the intrinsic value.

• This is how Mega Stars make it tangible


YOUR MEGA STAR PATH

• Decision Maker

• Let's look at it like this: A Product can result in several commodities or consumables.

• It is absolutly possible to become market leader ... but not be a "Mega Star".

• The moment someone enters the scene that has the Mega Star element

• AND can knows how to bread the barriers OR consolidate - they will become Market
Leaders

• Why you need to start with identifying if you have the Mega Star element in place

• Then to set up a co-innovation process up with your ecosystem to check for one thing:

• Has Time Rede
fi
ned The Core Value You Are O
ff
ering?

• This is the beginning of setting up a Mega Star Factory in a "minimal resource" process

• Start by doing what all Mega Star Companies do: Identify your

• Mega Star element: CHARECTER. Then create product (positioning) from there.

• It's what your nightmare of a competitor will do.

• What Apple did to Nokia or Net
fl
ix did to Blockbuster or Instagram did to Kodak


YOUR MEGA STAR PATH

• The Investor

• Why do we often say the TEAM is more important than the IDEA?

• Because the idea is often not well-formed... it doesn't have the Mega Star element

• And because a good team gets what the Mega Star Element is.

• They can install it in many di
ff
erent types of ideas

• If you know how to spot the Mega Star element: CHARACTER

• then you might ask yourself if the teams you are funding do?

• Instead of ending up with a brilliant startup with exactly what the customers are asking for ...
but not buying

• Instead of a team that pulls in separate directions or never reaching design-freeze or

• becoming stuck on a detail that has zero Mega Star importance

• The place to start is exactly, what is the premise to creating a Mega Star Product? What is
the mindset di
ff
erence?

• Start with the Character because it leads to the EXPRESSION and the premise the customer
ultimately will buy into

• Ask yourself this: What is this Startup "turning on" and is it the way the customer is intrigued
by?


YOUR MEGA STAR PATH

• The Teacher

• I love the Business Model Canvas, the Lean Startup and many other systems

• In my opinion, all of them are asking the innovators and disrupters: what is your path?

• And what we end up teaching them is somebody elses path. "Do it like this and you will win..." 90%
of them end up failing (Forbes).

• I believe, before everything we usually teach that we should understand what's behind these
many models

• Where we as teachers should start is to understand that we teach them because we BUY INTO
THE PREMISE

• These models ARE Mega Star Products….

• How does a Mega Star Product work? They speak to our inner logic of what makes sense and
what doesn’t

• THAT is what I think we should teach, when it comes to innovation and disruption, startups and
entrepreneurship

• Start here: What is the Character that leads to the PREMISE and the EXPRESSION we buy into

• Decipher the models and systems you teach and show WHY we buy into them.

• The premise, how they connect the dots for us and how we can't choose anything else.


YOUR MEGA STAR PATH

• The Facilitator

• How would like to faciliate Innovation or Disruption processes leading to a Mega Star Product?

• You would also have to know something about mindsets and mindstructures. The roles we
take, why and what we deliver

• You would also know how to break a customer desire and an idea down to the core value it's
all about

• Then know how to build it back up into a next level value o
ff
er that bypasses the customers
fi
lters (ethically!) and speaks directly to their hearts

• I have two bonus treats I haven't mentioned so far: The Mega Star Canvas and Certi
fi
cation

• There are many places to start as the facilitator but all in all - learn how the character turns into
the Expression, the E
ff
ect, the Exchange and the Experience


YOUR MEGA STAR PATH

• The Incubator

• The Mega Star Factory is about everything from either Big Ideas or the Customer Desire and
all the way to Growth and Pro
fi
tability

• It also contains all the above

• In a combined accelerator system

• The place to start is teaching the teams what a Mega Star Product is and why it is a must
today.

• Of course, most startup leaders and entrepreneurs for that matter are driven by a desire to
bring something into the world and the business of it

• What often happens is we end up en "gap management" and how to collaborate and how to
create an environment that fosters success

• The
fi
rst thing to do is setup your acceleration program from the perspective of "dear startup
leader - what are you turning on and what's your premise?”.

• Then to think in terms of removing obstacles. In an e
ff
ort to help the startup do only two
things: Create their SWITCH and get it in front of the customers.

• The SWITCH which is not mentioned so far is what ALL Mega Star Products are. This is what
is given to the customer that gives them control of the experience.

• If you see a Mega Star Product, you are looking at a SWITCH.


Well There You Have It!

I hope this Blueprint has opened your eyes to how you too can create a Mega Star Product, how to
recognise (the potential) for one at the Big-Idea stage and what you need to act on now.

As I’ve said many times, I’ve made it simple but simple does not mean easy. It’s hard to create a
Mega Star! Let’s just not make it harder than it needs to be.

If all you do is start with the premise for a Mega Star - the character. Then use that character and
build it and put it to work, you’ll
fi
nd you too can innovate or disrupt. That you can present a new
businesses and new experience nobody had been asking for.

To quote General Ford “if I had asked people what they wanted, they would have answered ‘a faster
horse’ “.

By the way, do se how “a faster horse’ IS a character? That when he made his automobiles, that was
indeed what he gave us?

This is one of the examples I use in the picture-ebook. If you haven’t got it yet, then do consider
getting it. It’s what we use during the for session course at the Edge Academy on Mega Star
Products. You’ll
fi
nd a nice discount to attend the Edge Academy on the last page. And a Mega Star
Canvas.

I also want to emphasise - all the Mega Star Product strategy does is present the premise for an idea
or product to become a Mega Star Product.

I have more on how that premise works and how to use it and implement it at the Edge Academy.
You can sign up here. I only have open doors every now and then. If they are not open, you’ll be
able to sign up on a waiting list.

Best regards,

P.s. I hope you’ve gotten lots of value from this Blueprint strategy.


Mega Star Product Full Blueprint 2021

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