Why “better” fails:
When you market a product as better—faster, cheaper, more AI—you’re still accepting the existing frame of reference. The buyer’s brain immediately opens a spreadsheet: How much faster? How much cheaper? You get dragged into feature-for-feature comparisons that incumbents or commoditizers eventually win.
Why “different” wins:
“Different” rewrites the frame itself. It tells the market that the old comparison matrix is irrelevant because the old problem definition is obsolete. Once people adopt your language for the new problem, they subconsciously crown you as the natural owner of the new category—even if Version 1.0 of your product is rough.