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During one of my lunchtime walks, I was tuned into a podcast with Seth Godin and Tim Ferriss (yes, the legends). Mid-episode, something Seth said hit me so hard that I had to jot it down on my phone.
"Is your idea tattoo-worthy?"
It’s a question that’s stuck with me ever since. Every time I get interviewed, people ask me how I came up with the idea for Alt Marketing School. Truth is, the stars didn’t magically align. I didn’t get hit by a bolt of inspiration engraved with "AMS" (although how iconic would that have been?).
Nope. I had no clue if it would work.
But still, I knew it could be something people would want to belong to.
👩🏫 Lesson of the week
AMS wasn’t born out of a grand vision – it was a gut feeling. I knew it felt right, even if I didn’t know how it would turn out. That’s why I had to sacrifice a lot to give it the time and space to grow, fighting my Virgo tendencies to overdo everything.
And this is exactly what Seth was getting at in that podcast. He said something so simple yet so impactful: the way to assess whether your idea is worth the risk is to ask yourself if it’s something people would be proud to be a part of.
What are you working on right now that makes you truly excited? Would your ideal audience wear your brand like a badge of honour? If not, what would make them want to?
Building Something People Love
Seth’s example of Harley Davidson really resonated with me. Sure, there are cheaper motorbikes than a Harley, but Harley is a lifestyle, a statement. People are so committed to the brand that they get tattoos of the logo. Think about that for a second: it’s not just a bike, it’s a community, an identity.
Do you see people getting Suzuki tattoos? Or Vespa? Exactly.
Now, I’m not saying you need to wonder whether your logo would look good wrapped around the arm of a 40-year-old trucker named Joe (unless that's your demographic, of course). But the idea is this:
The people you genuinely want to help are the ones who can show you whether your idea is something worth pursuing or whether it’s time to pivot. What about your community? Does it inspire that level of pride?
Take a moment to think about the community you’re building. What unique values or experiences does your project offer that would make people proud to be a part of it?
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Start with Your First Ten
Seth also talked about ‘the first ten’ - the idea that we can get so attached to our shiny new product or business idea that we’re almost afraid to ask for feedback, in case people shrug and walk away like Beyoncé in Lemonade.
But the truth is, getting that feedback is crucial. Those “first ten” people who see the potential in your idea are your compass. They’re the ones who will tell you whether you’re onto something or if it’s time to tweak and evolve.
Who are your “first ten”? Can you pinpoint those people who would be excited to support your idea, product, or service?
Are Only “New” Ideas Worth Your Time?
Now, let’s talk about this obsession with “new” ideas. Spoiler alert: not every idea needs to be new. You don’t need to reinvent the wheel to create something brilliant.
Take Pinterest as an example. They didn’t invent the concept of a pinboard. They just brought it online so people could collect and share their favourite things. That small twist on an old idea led to a massive global platform.
The lesson? Sometimes it’s about repurposing what already works, instead of burning yourself out trying to be groundbreaking.
Here’s a little exercise to help you identify if an idea is worth your time:
For your next new idea, rate on a scale of 1-5 the level of…
Effort
Cost (time or monetary)
Resources
Impact
As you do this exercise, see what comes up. Are you innovating just for the sake of it, or is it time to focus on what already works.
🏫 Class in session
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Whether you’re building a brand, launching a product, or starting a new project, ask yourself if it’s something people would be proud to be part of. Start by identifying your first ten supporters, those people who genuinely believe in your idea, and use their feedback to shape your journey.
And remember, not everything needs to be new. Repurposing and refining existing ideas can sometimes create something even more powerful than starting from scratch.
So go out there, balance your hard work with smart innovation, and see where your tattoo-worthy idea takes you.
Always cheering you on,
Fab ✌️