New Invention Help- Especially If It Doesn’t Fit Into A Category


Alright, I just got this question in from the community so I wanted to stop while I was walking and actually answer the question.

What do you do when you have a new idea that is so innovative that there’s no category out there right now to put it in or describe it?

Wow, so first of all kudos to you for having an idea that is so innovative it requires its own bubble, its own category. If you’ve taken one of our innovation launch kits, you know that I believe very strongly that you actually need to create a unique ownable space, something that your competition can’t easily claim. But here’s the challenge with that and those of you with really innovative ideas get it. When you have that unique ownable space that’s something that is not yet described out in the world, your customer tends to have a really long learning curve to try to get there. Let’s face it, as entrepreneurs we don’t have the time or resources to wait for the rest of the world to catch up to our new innovation.

So here’s the thing I want you to think about.

When you’re creating that wildly innovative idea, I want you to think about how do you put language around it that gives your customers an anchor. I believe that every innovative idea needs an anchor. An anchor or a handle is something that the customer can hold onto. That they get something that’s going to pair up with that innovation so that your potential customer goes, “oh, I totally got it.”

Let me give you a couple examples, so if you think of Uber or if you think of Airbnb, totally disruptive, total game changers in their categories. But, if you think about the new category they created it’s the sharable economy right? I share my car, share my private home with you, you get it. Right? It’s something that you share. Okay,I share someone’s home, I share someone’s car. I totally get it. When you think about Uber for example, at the end of the day, what’s your handle? You’re paying to get from point A to point B.


To give you another example, I saw on the grocery store recently. I was perusing down the milk aisle and I saw flax milk, the milk makes me get it. Okay so it’s kind of a milky substance and maybe I’ll use it during breakfast or in my coffee. The innovative side is the flax. Now, if you had said flax juice, flax liquid, I don’t know something else that sounds kind of disgusting, anyway I wouldn’t have gotten it. I had to work harder to figure it out. But combining milk with flax gives it that handle along with that innovation. So get out there do something wildly innovative to make it easier for your potential customer, for the market place to get it. Add that handle.

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