Start telling the stories that only you can tell, because there’ll always be better writers than you and there’ll always be smarter writers than you. There will always be people who are much better at doing this or doing that — but you are the only you.

Neil Gaiman

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.