Innovation Cosplay: When "new" isn't really new at all
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Innovation Cosplay: When "new" isn't really new at all
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Most of the time, what gets marketed as "breakthrough innovation" isn't anything of the sort. Strip away the glossy packaging and press release verbiage, you're left with marginal improvements to a product that already exists.
It's what I call "Innovation Cosplay".
The human memory doesn't work by cataloging marginal differences between similar options. The mind remembers things by noticing breaks in a particular pattern.
When we make our offering slightly better than competitors in predictable ways, we're making it harder for buyers to remember us, not easier.
We want to be the ‘different’ that repels the wrong buyers, and appeals to right ones. If our product doesn't force buyers to think differently about what they're solving, we’re competing on everyone else's terms.
The Cognitive Marketer
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