Not my title, but I totally couldn’t have said it better myself:
- Identify who your competition is and what makes them different
- Don’t do that. Or at least don’t do it and think it makes you different. If you want to neutralize them, give it a shot.
- Identify the cliched ways that people communicate both in your category and to your target market.
- Don’t do that.
- It doesn’t really matter what you think. Even if you are a member of the target market. If you want to use your own gut check or to get ideas, go for it, but don’t assume your single self equals the big old target market. By no stretch is your/your roommates/ your significant other’s opinion confirmation of doodly-squat.