“Everyone is interested in what’s new. Few people are interested in what’s better.”

This basic idea has spawned many new categories throughout the years. By creating a brand new category it allows your company to market more efficiently and with no competition. Trying to go up against a competitor who has an inferior product can spell disaster when they were first in category.

“You can’t change a mind once it’s made up.”

This statement rubbed me the wrong way. From my own experience you can change a mind and perceptions. One of two things have to happen though. Either price must rise to make the amount of value a consumer obtains no longer relevant or quality drops to do the same. Perception can be change although I will agree it can be difficult.

Check out the book The Immutable Laws of Marketing by Al Ries & Jack Trout