The classic Robin Williams bit on the invention of golf is really a lesson on launching a unique brand. At the time there was no demand for the new sport of golf. As a marketer, and not a comedian, I’d have argued that the world was in need of a frustrating five-hour competition in a tightly managed wilderness. Then I would have introduced the sport of golf as the solution to that need that no one realized existed until I told them it did.

My story would not be nearly as humorous, but it might have been successful. This skit, and the story of Red Bull energy drink are identical in that regard.

They both created a need. Invented a marketplace that didn’t exist before they made an argument for it, then they introduced their product as a way to fill that need.

So don’t fear launching a brand new product. Just push the category that it satisfies, whether that need is recognized to exist or not. Then introduce the new product as the solution to that dire category, which screams for attention.

Just be careful. This is inappropriate for work. Sure there is foul language, but the loud laughter it creates may be unproductive.