So what's the point?

Every category operates within its own set of rules, a theater of preconceived notions (by the marketplace and the marketers) that we all basically have to play by.  All the ducks stay in a row. One of the reasons I champion the notion of Disruptive Thinking is that it allows us to define a category in new terms, where the winners and also-rans can be reshuffled a bit.  It makes consumers reconsider and look on your product with new eyes.

I’m working on two posts that give some examples in two different product worlds: beer and videogames.  Stay tuned.