The thing you have invented - it has to be better than the alternatives, it has to be different, it has to work so well that it turns one customer into two, then four, eight and so on.

But it also has to be packaged in a way that people recognize. That helps them overcome the fear of switching, the cost of making the wrong choice.

Because believing you are better isn’t enough. You also need to communicate why you are better in a way your customers are primed to hear.