Category creation in a winner-take-all digital economy dictates that the company that defines and develops a new and different category dominates the category’s economics.

Thinking different leads to innovation. It’s the way to find undiscovered opportunities.

Different wins fans, not just customers. It embeds in the biases in our brains and won’t let go. Different sticks. It outmaneuvers existing products and services by starting a new conversation. And new conversations catch the interest of analysts and media, stir chatter on social media, and get passed along in workplaces and bars.

Different lures the most imaginative talent. It creates a mission, motivating and aligning employees, partners, and community.

Good people love a good mission.