It is also important to educate the consumer as to the advantage of what you are proposing so they clearly understand the purpose and benefits. Crayola redefined washable. Originally, it meant where you could clean something to get rid of the unwanted dirt without ruining colors, designs, etc. Crayola defined it to mean getting rid of the mess, period. Children would no longer wear ink or paint after coloring. It changed the cildren’s art market. Fill the need and make sure people know what it means and how to use it and you will win every time.