How to craft value props when creating a new category 

Using Uber vs. Taxi’s as an example.

There are 2 keys to this play:

🟢 Attack the weaknesses of the “Current Way”

You must create a bridge to your “New Way” for prospects.

The best way to do this is position against the old way… and its flaws.

And once you establish an opening to introduce your product…

🟢 Lead with a clear capability

A common mistake is to lead with benefits

❌ “It’s super fast”

❌ “It’s really convenient”

👉 They don’t know what “IT” is yet!

Instead, make it super easy for someone to understand what you unlock for them.

Once they get what you do, then you can introduce features and benefits to compel them to give it a try.

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The takeaway?

When creating messaging for a new product category, remember…

🤔 Getting people to understand what it does it the first hurdle.