Feature (Book): The 22 Laws of Immutable Marketing by Al Ries and Jack Trout
I love this book and believe in the "laws". The second here is all about innovation and breaking through.
Law # 2 -- The Category
If it’s impossible to be first in a category, invent a new
category in which you can be first to the market in.
It’s not as difficult to find a new category -- in which you can be
first to market -- as it might appear at first glance. There are a
number of different ways to be first, because prospects have
an open mind when it comes to new categories.
In fact, the attraction of ‘‘new’’ far outweighs the comparative
attraction of ‘‘better’’. It’s more important to think categories
than to worry about brands. Consumers are often defensive
about their preferred brands, but open to thinking about a new
product in an entirely different category.
Therefore, the best marketing strategy of all is to be first into
the market in a new category -- and then promote that category
intensely. In essence, you’ll have no competition whatsoever,
and your marketing can focus on promoting the reasons why
consumers should buy a product in that category -- which by
happy coincidence will mean they have to buy from you since
you happen to be the only company currently supplying
products in that category.
‘‘When you launch a new product, the first question to ask
yourself is not, "How is this new product better than the
competition?" but "First what?" In other words, what category
is this new product first in?’’
-- Al Ries and Jack Trout
http://www.ries.com/ for more…