# Essential vs. Nonessential innovative business ideas.

Essential ideas are those ideas tailored towards the essential needs of Man, thereafter other ideas are Non-essentials. However, an essential idea can become a non-essential idea, and vice versa - this is largely dependent on the cultural perspective of the target audience.

Today if you were asked, Why do you drink Coca Cola, I think I know what your reply would be - ' well, it is a soft drink, and I like it'. Let's take a look at a brief study of Coca-Cola.

Coca-Cola has always kept its formula a strict secret, but we know a few things about its origins.

Pemberton advertised it as a patent medicine, claiming that it cured headaches, upset stomach, and fatigue. “Patent medicines” were concoctions of exotic ingredients and drug compounds that allegedly cured a wide range of ailments. In the 19th century, patent medicines were not regulated like medications are today. Anyone could claim health benefits without needing to prove treatment effectiveness or reveal dangers. At some point, it was the major substitute for bad water at the war fronts and somehow presently, we have come to understand that it cures diabetes also.

The point is regardless of the branding or marketing campaigns, the Coca-Cola brand will always be an essential commodity to its consumers because it relates to an essential part of life - Food.

Albeit, Essential ideas can easily become Non-essentials especially when it is not the norm in a particular area. Designing a house with a tiled floor for a "traditional Fulani" will prove to be a waste of money, time, and resources because it does not fit into his culture

The way we then think our ideas need to be carefully mannered. First, it should always be about the people for whom you need to create. Most times it is not about you, or what you can do. How about making it about what you can do for them?

The greatest ideas are great because the target audience resonates with the idea.

So before you come to that conclusion that you have come up with that big idea. Answer the question, who is it for? How will the target resonate with that idea? What problem are you really solving?

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