On the shore, dimly seen through the mists of the deep,
Where the foe’s haughty host in dread silence reposes,
What is that which the breeze, o’er the towering steep,
As it fitfully blows, half conceals, half discloses?
Now it catches the gleam of the morning’s first beam,
In full glory reflected now shines in the stream: (Second Verse of Star Spangled Banner)
Have a new idea and trying to figure out how to get it to market?
You could develop a whole new product from scratch and while you’re at it you could develop new marketing channels. Or, you could take an existing, proven product that has a niche following and an established marketing channel and attach your idea to it.
199 years ago today, Francis Scott Key chose the latter route when he composed a poem entitled The Defense of Fort McHenry and then, a few days latter with the help of his brother-in-law, set it to the tune of To Anacreon in Heaven, the official song of the Anacreontic Society. It probably helped when they changed the name to the Star Spangled Banner. Over a few decades the song grew from popular to institutional as the US Secretary of the Navy declared in 1889 that it be played at the raising of the flag. In 1931, legislative action made the song the official US National Anthem.
It’s good to recognize that it could BE different, but it’s often easier to do so by taking advantage of what is already proven.