All the great ones are shameless copy cats.
Eliminate — Reduce — Raise — Create.
Figure out what can be:
- Eliminate. (For example, if competitors are selling 30 products, sell 3.) (Eliminate salads if you’re a burger joint.)
- Reduce. Make things less complex. Smaller size. Less buttons. Fewer features, yet easier to use.
- Raised. What can be raised? What can be made better? Packaging? Marketing? Advertising? Persuasion? Sales pitch? Efficiency? Processing time? Functionality? Ease of use? Throw out the manual.
- Created. Add what is uniquely your own.
This formula reminds me of Bruce Lee’s formula for the ultimate martial art: