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Creating a New Category
32 Creative Prompts
Coming up with ideas for creating a unique product category and avoiding competition can be hard.
But it’s not impossible and there are timeless ideas that you can use to create inspiration.
Here are 32 prompts you can use to get new ideas for a product that won’t have any competition.
It’s important to understand the product category that exists now so you know when one idea sparks a good counter-positioning scenario.
These ideas came from the author of The 80/20 Principle, Richard Koch.
1. Your Ideal Product Doesn’t exist
Create a product that does not yet exist in the market, but is desired by your target audience.
2. Upmarket/Downmarket
Create a premium version of an existing product, or create a more affordable version of a premium product.
3. Affordable luxuries
Create a product that offers a luxury experience at an affordable price point (Samsung).
4. Mass Market Vs. Niche
Choose a market segment that is currently underserved, and create a product specifically for that segment. Or take a product that is currently Niche, but could be produced for a mass market.
5. Bigger Product Vs. Smaller Market
Create a product that is of a higher quality or with more features than existing products in a smaller market.
6. Emotional Vs. Functional
Create a product that appeals to the emotions of the customer, rather than just its functional benefits (Apple). Or take a product that is sold on emotional appeal and design it to be more functional (Microsoft).
7. Healthier Versus Tempting
Create a product that is healthier than existing options (Organic Foods), or make a healthy product more tempting.
8. Safe Versus Racy
Create a product that is safer and more reliable, or a safe product and make it more racy (Liquid Death).
9. Convenience Vs Purity
Create a product that is convenient for the customer, even if it sacrifices purity or authenticity. Or Vice Versa.
10. Saving Time Vs. Extending Time
Create a product that saves time for the customer, or a product that extends the customer's experience.
11. Fixed Vs. Mobile
Create a product that is fixed in place or a product that can be taken on the go.
12. Unisex Vs. Single Sex
Create a product that can be used by both men and women or a product that is specific to one gender.
13. Masculine Vs. Feminine
Create a product that appeals to a masculine audience, or a product that appeals to a feminine audience.
14. Go Gay
Create a product that appeals specifically to the LGBTQ+ community.
15. Go Grey
Create a product that appeals specifically to an aging population.
16. Low vs. High Service, and Different Service
Create a product that requires little service or maintenance, or a product that requires a high level of service.
17. DIY Vs. Professional Service
Create a product that can be used or assembled by the customer themselves, or a product that requires professional installation or service.
18. Personalized Vs Untailored
Create a product that can be personalized or customized by the customer or a product that is not customizable.
19. Bundled Vs. Focus and Subtraction
Create a product that bundles multiple features or services together or a product that focuses on a single feature or service.
20. Expert Vs. Inexpert Users
Create a product that requires expertise to use or a product that is user-friendly and accessible to all.
21. Centralized Vs. Decentralized Use
Create a product that is intended for centralized use or a product that can be used in a decentralized manner.
22. Total Cost Vs. Initial Price
Create a product that has a lower total cost of ownership and a higher initial price, or a product with a higher total cost and a lower initial price.
23. First Place Vs. Third Place
Create a product that is intended for use in the first place, or a product that is intended for use in the third place (outside of home and work).
24. Second Place Vs. Third Place
Create a product that is intended for use in the second place (work), or a product that is intended for use in the third place.
25. Owned Vs. Rented Vs. Fractionally Owned
Create a product that can be owned outright, rented, or owned as a fractional share.
26. Narrowed Expertise Vs. Added Expertise
Create a product that narrows the expertise required to use it, or a product that adds to the expertise required.
27. Orchestrating a Supplier Alliance
Create a product that is developed in collaboration with multiple suppliers.
28. Online Vs. Offline, or a Different Distribution Channel
Create a product that is sold online, offline, or through a different distribution channel than existing products.
29. Entrepreneurial Judo
Create a product that leverages the strengths of your competition to your advantage.
30. Go Green
Create a product that is environmentally friendly and sustainable.
31. Ideas from Other Industries
Take inspiration from products or services in other industries.
32. Ideas from Other Places
Take inspiration from products or services from other regions or cultures.
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