Said another way, ” Lucky is he who knows WHY”.
Two related articles for further context:
When people are told to not think of an elephant, they can’t get the image out of their minds.
When President Nixon said he was “not a crook” what emerged was a reaffirmation that he was a crook.
So, it is necessary to be disciplined to consistently use the language of YOUR frame and never accept the alternative (THEIR frame).
Know that facts don’t really matter.
“It is a myth that people are rational and that some well-presented facts will change their frame-anchored view.”
“Successfully creating a new category or subcategory involves — in addition to finding a concept and introducing it into the marketplace — the active management of customers’:
- attitudes and
- behaviours toward it.”
Remember.. first, we are building a market, then a business.
THE (SUB) CATEGORY BATTLE-PLAN:
- Win the (sub)category battle Provide unique customer MUST-HAVE(s)
2. Win the brand relevance battle Only we can deliver the MUST-HAVE(s)
3. Win the competitor battle No significant competitor, by default.