This week, I’ve been sharing about the benefits of new category design with some help from the world’s best detective, Sherlock Holmes. 

In the TV series ‘Sherlock’, starring Benedict Cumberbatch, Sherlock tells Watson, “I’m a consulting detective. The only one in the world. I invented the job.”

Sherlock designed a new category of detectives in an effort to remain unique. 

If you didn’t know Sherlock and he told you he was the world’s greatest detective, the natural human tendency would be to regard that as a tall claim that you can comprehend but not necessarily be convinced of. 

You might then move on without being impressed or interested to know more. 

But when you design a new category, the Curiosity Gap (Google it!) will cause them to pause and ask you exactly what Watson asked as a follow-up question. 

John: What does that mean?

Such a question gives Sherlock the chance to close the case and a client!

Sherlock: It means whenever the police are out of their depth – which is always – they consult me.