Creating a New Category

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.