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One of a Kind?

Make your product conform to break away from the norm.

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This story appears in the December 2002 issue of Entrepreneur. Subscribe »

Although inventors are always looking for that new innovation,one problem they encounter is that a new product may be just toodifferent for people to accept. The challenge is especiallydifficult when you lack enough money to educate consumers about whyyour product is better.

Unique products such as the Weed Wacker, which replaced regularhand-operated clippers, typically survive only when introduced by alarge company like Black & Decker. The problem is even biggerwhen your product costs substantially more than existing competingproducts. But new and different products can survive if you chooseyour target customers carefully and modify your product just enoughthat it seems more like what's already on the market.

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