We're doing this at the moment, and it's really really tough. People want to relate to things in relation to what they already know, and innovators can struggl

We're doing this at the moment, and it's really really tough. People want to relate to things in relation to what they already know, and innovators can struggle with this. Also, our experience has been that innovative products are often an evolution / paradigm shift of an existing idea. Given all the marketing hyperbole products use, it can make it difficult it articulate your point of difference in a way that differentiates from all the other marketing speak. This article was shared on HN recently, which was cathartic, even though it doesn't provide any easy answers: https://medium.com/angularventures/the-long-road-to-creating-a-category-fc02e1616ed6 https://medium.com/angularventures/the-long-road-to-creating...