They can be poorly written, but in Crossing the Chasm http://www.amazon.com/Crossing-Chasm-Marketing-High-Tech-Mainstream/dp/0066620023 http://www.amazon.com/Cr

They can be poorly written, but in Crossing the Chasm http://www.amazon.com/Crossing-Chasm-Marketing-High-Tech-Mainstream/dp/0066620023 http://www.amazon.com/Crossing-Chasm-Marketing-High-Tech-Mai..., Geoffrey Moore suggests you use a phrase like this when trying to break into main stream. Doing so provides the listener with a "product alternative" beacon that helps them mentally position your offering.