The more unexpected the style, in the context of your category, the more likely you are to stand out.

That title goes to this second method, “unexpected value” – i.e. bringing a value offering to the category which has never been seen before and which goes against expectations. We might even call it “surprise value”. On the face of things this approach is pretty basic. Essentially it boils down to asking: “What is a form of value that would make se