When you launch a new idea or project into the world, you’ll probably use connections to what has come before as a way to tell your story.
- Image by Getty Images via @daylife
Caribou Coffee, for example, uses all sorts of metaphors and cues and even verbal tropes that we learned from Starbucks. These signals help us understand that the place we’re about to enter isn’t a steakhouse, isn’t a shoeshine stand and isn’t a massage parlor. It’s a place to get a latte.
Books that want to be bestsellers work hard to look like previous bestsellers, from the store where they are sold to how many pages long they are to how much they cost. These signals help us determine that this object is something worth buying and reading.
Cable TV does this, politicians do this, computer resellers do this.
Here’s the thing: you can’t stand out if you fit in all the way, and thus the act of deciding which part isn’t going to match is the important innovation.
[Read the rest at Seth Godin's blog]
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