In very few circumstances will someone bring a product to market that the world has never seen. Most new product introductions are an evolution of a current process or product, or a slight tweak to an already solid answer to a problem. If you do create a category it will only be a matter of time before competitors see what you have done, copy most of it, and seek slight differentiation. What makes you (as a brand) or as a product unique?

Pick a point of differentiation. Own it. Then shout from the rooftops how special or unique your value proposition is to your market.

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