From AgFunderNews, October 11:
Editor’s Note: Adam Hanft – an advisor to AgFunder, [disclosure: AgFunder is AFN’s parent company]– is a widely-respected brand strategist who advises Fortune 500 companies, and the world’s most innovative startups. He sits on the boards of Scotts Miracle-Gro – the leader in the consumer lawn and garden space, and a significant investor in cannabis – as well as 1800Flowers. Adam is co-author of the “Dictionary of the Future,” co-host of the podcast JOLTY, a frequently published journalist, multi-award-winning creative director, and active investor in all things plant-based. He was a strategic and digital advisor to the 2008 Obama campaign, and to the current Prime Minister of Israel.
The views expressed in this guest commentary are the author’s own and do not necessarily reflect those of AFN.
Radical innovation can be its own brand.
For a while. For a minute.
If you’re selling a revolutionary capsule that transports you anywhere in the world, in 30 seconds, you don’t need to say more than that.
It’s what I call the “Declarative Moment.” A simple statement of being.
But soon, 15 companies will be marketing that capsule. You’ll need to differentiate.
Your box is more accurate, for instance. It can bring you precisely to the restaurant you want in Paris, not plop you a mile away.
It does less damage to your immune system.
It comes with discounts at the Ritz.
You get the idea.
That has been the history of technological innovation. Take the initial advertising for the telephone – focused on the simple ability to make calls....
.....MUCH MORE
