When you launch a new product, the first question to ask yourself is not “How is this new product better than the competition?” but “First what?” In other words, what category is this new product first in?

Charles Schwab didn’t open a better brokerage firm. He opened the first discount broker.

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Everyone talks about why their brand is better. But prospects have an open mind when it comes to categories. Everyone is interested in what’s new. Few people are interested in what’s better.

When you’re the first in a new category, promote the category. In essence, you have no competition. DEC told its prospects why they out to buy a minicomputer, not a DEC minicomputer.

Al Ries and Jack Trout, The 22 Immutable Laws of Marketing

-Brandon