Defeat, defend or transform

Most new projects fall into one of three categories:

You might seek to defeat the market leader, to enter as a challenger alternative. Your goal here is to cause someone to switch.

Or you might seek to defend yourself against an aggressive challenger, upgrading or updating your work to keep people from switching.

Most difficult, quite rare and precious is the idea of transformation. Turning someone who isn't already engaged in this category into someone who cares about what you've created.

Here's what isn't worth your time: You can buy this from anyone, and we're anyone.