"Why don't we just..."

Those are the most expensive words in business. They are uttered when someone underestimates the magnitude of a challenge or opportunity, and wants to take "the easy way."

When Stove Top Stuffing was first introduced, they positioned it as a way to have stuffing without having to roast a chicken or turkey. Under that positioning, the product sold $17 million at retail.

Then someone came up with the idea of saying, "Stove top Stiffing instead of potatoes." Overnight it became a $100 million brand.

Lite beer, a beer lower in calories and carbohydrates, was invented by a man named Gablinger. So Reingold Brewery introduced it as “Gablinger’s” and positioned it as lower in calories and carbohydrates. It bombed.

Then Meister Brau bought it, called it “Meister Brau Lite” and positioned it as lower in calories and carbohydrates. It bombed again.

Finally, Miller bought it, called it Miller Lite, but this time they said, "Great taste. Less filling." Overnight it grabbed a 10% share of the multibillion dollar beer market.

Gillette got men to start using hair spray by saying, “The wet head is dead. Long live the dry look.”

Mattel got boys to play with dolls by calling its product “G.I.Joe.”

When someone is fighting hard for a few words, your first reaction might be that they are being unreasonable or stubborn. But you have to allow that they’re fighting for a difference that could mean millions.

Watch for that difference.