The 'x for y' metaphor is actually a well-respected positioning technique in strategic marketing. You want your product or service to occupy a place in a prospe

The 'x for y' metaphor is actually a well-respected positioning technique in strategic marketing. You want your product or service to occupy a place in a prospective customer's mind. The easiest way to do that is to place it close to some things that are already in their minds. Creating an entirely new place is much more difficult when time and attention are limited. Great book on the subject (Amazon link but I'm not an affiliate): https://www.amazon.co.uk/Positioning-Battle-Your-Al-Ries/dp/0071373586/ref=sr_1_1?ie=UTF8&qid=1476905844&sr=8-1&keywords=jack+trout+positioning https://www.amazon.co.uk/Positioning-Battle-Your-Al-Ries/dp/...