We’re the Same, yet Different

Today, a number of technology innovations are introduced, which require detailed explanations in order for consumers to fully understand them.  Concurrently, the amount of time to grab and hold the attention of an audience is minimal. 

 

On June 23^rd, FastCompany.com ran an article titled, ‘Selling Innovation: Anchor and Twist,’ posing the question, “How do you spread a new idea—fast—and get people to pay attention?” 

 

The article goes on to explain how the anchor and twist theory is critical to communicating a new technology or product to the marketplace—fast.  In essence, this theory works by connecting a new product to existing ideas, which “helps people understand what you are doing.”  The twist adds the unique qualities and benefits to the outgoing communication.

“…a good innovation story couples an anchor with a twist. For instance, the AHA eventually named its new life-saving technique Hands-Only CPR. CPR serves as the anchor, and ‘hands-only’ is the twist. Lumineyes may anchor itself in LASIK, but its purpose is so different that it carries a powerful twist: It’s like LASIK, but it makes your eyes blue.”

Read the full article here: Link

 

Often times, the products and technologies offered by B-to-B companies are sophisticated and, in most cases, have highly technical names and descriptions that do not clearly communicate their function or benefits to the customer.  With “generic” product names—DL 3400, XP 9828—several companies are missing an opportunity to identify and market the similarities and the differences of their products.  By applying the anchor and twist theory, new innovations are easier to understand and help business-to-business companies get their customer’s attention—fast.