If you don’t define the box that you want to be in, your prospects will put you in one. 

That’s why it’s important to know which boxes are relevant in your industry and be as clear as possible about them in your messaging. 

We’ve put Amazon into the shopping box, Apple into the digital devices box, Nike into the sporting apparel box, etc.

But, when Cheetos launched a lip balm, Harley Davidson launched a perfume, and Google launched Google+, people didn’t automatically agree that these companies deserved to stake their claims for those boxes.

The most important thing isn’t just to roll out a new product, but rather, to help people truly understand which box your product deserves to be in.