14. CATEGORY STEALING
* The principle of Category Stealing is simple: choose a category different to your own and ask how they would approach your issue.
* Everyone operates in one category or another, and many of the traditions, rituals and formats in them operate in quite fixed ways. This can lead to sameness in one sector, but could provide inspiration in another.
* Start by listing a number of other categories. If you need reminding, scan the share prices in a newspaper, search online, or watch the TV for an evening. You will soon have an A-Z of categories.
* Identify the characteristics of well-defined ones, such as their usual approach to finance, branding, distribution, price, product features, and so on.
* Then work out what you can steal to apply to your brief.
* If a whole category doesn’t have clearly defined traits, then take one brand instead that does. For example, how would Apple or Coke do this?
* If you work in a fairly obscure category, then look to the wisdom of well-known ones. If you work in a well-understood one, take the time to investigate more unusual ones. There is always something to learn.
EXERCISE: Choose three or four categories that are well removed from your own. Work out their main features and processes. Hone in on one brand in the category that is a particular success if necessary. Now imagine using that approach to grapple with your brief. Repeat for various categories as required.