Innovation has two elements – novelty and commercial success. Novelty without commercial success is an invention. Commercial success without novelty is me-too. One tool in planning a novelty is applying the law of the opposite.
The law of the opposite states that in order to be successful, one should go in a direction that is in contrast from most others. And there are several models that have been testament to this.
The opposite of soda with lots of sugar is called Zero, hence attracting lapsed consumers. The opposite of a struggling learner is an intelligent one and Ahead Tutorial is targeting those who want to get ahead, the bigger segment of noncustomers, instead of those who are a little slow on the uptake, which is a much smaller segment. The opposite of boring is interesting and this is seen in the colorful and expressive characteristics of Belle de Jour Planners for career women who use printed planners to slow them down in their fast-paced lifestyle, instead of using digital alternative. The opposite of grading quality of answers is grading quality of questions, thus Markprof Foundation’s annual marketing leadership bootcamp for graduating university student leaders increase mindfulness of students on critical thinking by asking the right questions. Read more