What I see is that there has been a steady proliferation of variety to the point that we now have basically a smooth gradient of choices across a huge field, where before there was only a handful of options.
Three ways to think about this.
- There are too many choices. How do I decide? Answer, I get the one that checks off the most boxes. That’s the crossover. It’s a car/van/truck thing. Conformity wins, innovation loses.
- It is easier for a car company to copycat than to innovate. So if the competition is selling “falcon doors” you can bet they will start selling them, too. That’s why we get the gradient you talk about.
- In a copycat industry how do you stand out? The answer is branding. Problem is that branding is a flawed shortcut. I have some thoughts on that, too.
Glad to be connected to you, Toby. I enjoyed your Twitter feed.