Is there anything about your product that is absolute? Do you have any products that are the fastest? The slowest? The biggest? The smallest? The loudest? The quietest? Stop and think about your products using “er”; what can you do to stake out an “est”?
What will you need to do when someone threatens your absolute? MINI had the opportunity to protect its legacy, but when the Smart Car was introduced in the U.S., it lost its “est” (smallest) and became an “er” (smaller)—and along with it a lot of power, not only in product design but also in marketing. Try to own your “est.”
