a single source, nothing corroborates it

Accept the market's fuzzy label, then earn the difference

Arguing that buyers use a word loosely burns the attention you have and makes you sound aggrieved. Take the word they already search for, then separate yourself inside it by tying the capability to an outcome they were chasing anyway, because the label alone only converts the early adopters.

The method

1. 01

   When the market has settled on a vague label for your category, adopt the label rather than arguing that buyers are naive, then teach them the finer distinctions that separate real from superficial implementations.

2. 02

   State how the buzzword-labeled capability moves the buyer's own desired outcome, because the label by itself only converts early adopters.

What it returned

• He traces the food industry's path from the undefined All Natural claim to more specific labels like Organic and Free-range, plus origin stories and mission statements on packaging.

Sources

• AI is All Natural: What to Do About Ambiguous LabelsGreg Kogan · gkogan.co · 2019-04-26