We're going to be talking about Products, and why it's important to have a differentiator. This, however, is not for anyone who just simply wants to meet the status quo. This is "FourHundredPercent", and we deal with real coginitive thinking and ideas here.
So let's begin...
Most evaluation does not involve coming up with creative ways of thinking about a product, and hence, evaluation is a brainchild of experience. In terms of cognitive thinking, all evaluation of products is based on prior knowledge. People are only able to understand based on their mental capabilies, their education, and experience.
However, people have a LOT of things in their mind! What's it like sifting through all of that to evaluate a product? To use an analogy, imagine you have twenty things in your Mind Box. When you see something, or think about something, you're grabbing the box and opening it up to look at your notes. But you open the box, and on the top are a bunch of books. That is, you open the box, look at the notes on the top, and make a decision. If you have more time, or the decision is of more importance, you may dig deeper into the box.
What you find first in the Mind Box is going to form your first judgment of the product's evaluation. If you have a few things to look at before making a decision, it will be quick and painless. But the greater the stakes, the more hinderance the Mind Box causes because it's keeping things buried, things you know you'll need but must work to get.
So why should companies Differentiate their Product?
Seeing something new for the 1st time makes people want to put it in their Mind Box. It's a natural inclination to store information when we first encounter it, and that gets people to open their Mind Box. That's the biggest challenge companies face with creating Products. How to get people to pay attention and notice? We do this by differentiating the product, so it rises outside of the traditional models and is attention-attracting. With the attention grabbed, we can successfully place it within the consumer's Mind Box, and increase chances of recall about our Product.