All products and services fall into two categories: * “Utility” products take something you already know how to do, and to it better, faster, or cheaper. * “Magic” products are ones that you don’t understand, but you like them, and they change your world in ways you wouldn’t have considered.

Be sure to pitch your idea the right way to the right target audience. Don’t sell magic to someone who wants a utility, and definitely don’t sell something as a utility to a person who doesn’t need it but would definitely buy it if you show them the magic.