The iPhone, too, shares this structure. It's a phone -- but you realize the twist when you see someone poking and pinching the iPhone to make cool things happen. (Next up: the toaster you can tickle.) No doubt there was a faction within Apple that hated the idea of calling it the iPhone. "Guys, this is nothing like a normal phone!"
This craving to break the mold is understandable. After all, your team is responsible for creating the differences but not the similarities. From the communication standpoint, though, similarities are your friends. So anchor away.
Read more Made to Stick columns
Dan Heath and Chip Heath are the best-selling authors of Made to Stick: Why Some Ideas Survive and Others Die.
Email
Digg
StumbleUpon
Facebook
Buzz Up!
LinkedIn
Recent Comments | 11 Total
July 8, 2008 at 6:59pm by William Parrish
Brilliant. I patented, developed (and now manufacture) the first electric heating pad that is not flat... ergo, it was not a pad. So we opted to trademark it as a "Heating Pouch". However, in the advertising we refer to it as The World's First Contoured Heating Pad", but we draw a line through the word pad and pring POUCH - skewed, above the 'lined-out' pad.
We hope to soon have the term "Heating Pouch" on the tips of every tongue... but in the meantime we opt for the well-known anchor.
July 9, 2008 at 10:07am by Zeke Elizalde
Great article! The Lumineyes procedure sounds very promising! Consumers spend millions of dollars each year for colored contacts. I think this will definitely be the in thing throughout the world! Does anyone know when this will be available to the public? Thanks!
September 28, 2009 at 5:58pm by locksmith services
Good posting. If CPR is complicated to learn why to learn it.