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.

When it comes time to pitch, you’ll be amazed by how powerful your persuasion skills have become simply because you understand a little more about the field and what drives it.

Hegarty on Creativity by Sir John Hegaty of BBH