Positioning as an opposite

Seth Godin has a great post here about positioning a product vs. it's opposite. 


If you have to explain something new, how much do you focus on what it complements, or what it replaces?  Most people need to see the flaws and feel the pain in their current choice to bother doing something new or different.  If your opposite does not make sense to everyone, than it probably isn't clear and you might have a problem - an undefined, unreachable market. 

Reminds me of one of my favorite books for Entrepreneurs - Selling the Wheel.  Who buys your product?  everyone!  What do they use it for?  everything! where's the opposite in that?

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