<strong>Joshua SMITH</strong>
Joshua SMITH

Executive Trainer & Edtech Co-founder @ Coursely.eu. Head of Higher Education Partnerships & Adjunct Teacher Recruiting in France.


People learn by comparison.

People learn by comparison.

They learn by comparing new things to the things they already know. That’s why redefining a category is much easier than creating a new one.

When you position your product in an existing category you’re essentially saying “it’s like something you already know but better”.

When you try to create a new product category you’re essentially saying “it’s like nothing you’ve ever seen before”.

That’s a provocative statement, but hard to learn by.

Joshua Porter “How to redefine a product category