How to Make a Great Pitcher

Inversion is a cement technique, a foundational way to help you get a differentiated strategy. Instead of trying to think of all the ways you'll help your customers succeed, start by figuring out what's guaranteed to make them fail. Then see where there's opportunity. Krispy Kreme did this with their donuts: How would we ensure our donuts would be bad? The answer was for them to be stale.