Ideation from emotion: an unrequested case-study
"I think we've been doing this for years, but now it's seen as more VIP, more elitist, and people prefer that" - stated a Spanish psychotherapist on the radio.
It was early in the morning. My husband turns the Spanish news on as soon as he wakes up, and by the time I was up they were talking about coaching. Because these days everybody is either a coach, or has a coach, or both.
One of the interviewees was this therapist, and she clearly believed that she was losing clients to coaching because of a status issue.
My husband, toothpaste foaming in his mouth, turned to me, still in bed and said : "She'ong". Which in for people who talk without a toothbrush in their mouth means "she is wrong".
(not my husband, for illustration purposes only. Mine reflects on mirrors and doesn't have fangs. Also, curly hair.)
But here's the thing: you need to use your audience's feelings, not your own.
The therapist was afraid, jealous, confused. Not that that's bad. I am all of those things, often, it happens (flash news: we are human). She was professional as she spoke, and didn't sound petty. But she mirrored these feelings in her analysis. She saw coaches getting a new status ahead of hers, and assumed clients wanted in because of a feeling of fanciness.
It's not that her leads went to a coach because they wanted to feel "celebrity-like". It's that they had a stigma attached to working with a therapist, and that stigma was non-existent when it came to coaches - and yes, yes, a coach and a therapist are NOT the same. But she was talking about some overlapping form of support.
If she was to innovate from emotions, she could see how to offer a service in a way that reduced social anxiety, or shame. Like doing private skype sessions; or going to their homes; celebrating group sessions in unexpected, like spas or bookstores; or defining "positive problems" to work on ("I want to be more self-assertive", instead of "I have sucky self-esteem"). Or a thousand other things.