The Economist reviews Jeffrey Sachs’ new book “The End of Poverty: Economic Possibilities for Our Time.” The Economist writes: “Aid can work, the book argues fervently, but you have to think big. Even when conditions are such that aid is likely to succeed (when standards of governance are adequate, when supporting policies are in place, and so forth) rich-country governments have been mean, fickle and short-sighted about aid. Find those cases where aid can work, says Mr Sachs, spend generously, and sustain it. This central point is persuasively hammered home.”
Commandment #6 is, sort of, the next step in that process of making clear to the audience how your It solves the problem.
One way to describe It quickly and cogently, I find, is to analogize to, or contrast your It with, the other, existing Its out there. Sometimes (most likely, the contrast situation), the other It is a product or service that youre going to kill off, replace, compete with, complement, or relate to in some direct way because your It and the other Its are solving problems in the same or similar markets.
Sometimes, however, its useful to analogize your It to an It from an unrelated market. This works best when the other It is a popular social artifact such as Blog, Google, TiVo, Podcast, etc. (good way to tell this is when the social artifact formerly just a noun, has morphed into a verb due to its popularity).
Here. The best blogs.