What’s different about what you’re doing?
• A unique and more sustainable manufacturing process?
• A different set of longer-lasting materials?
• A streamlined functionality?
• Easy-to-open packaging (now, there’s an innovation someone needs to develop)?
Instead of just advertising the benefits, think about making the differences visible in your product design. If you do it right, not only will your products be more distinct but your competitors will also have a harder time copying them. In fact, you might want your competitors to start copying them. Think of the iPod earbuds. The white cords are so synonymous with the iPod that whenever anyone is wearing a pair of white earbuds, we all just assume that they’re carrying an iPod. Apple can just sit back, thank its competitors for helping promote its products, and start baking the next disruptive marketing idea into its next generation of products.
