references/theories/market-sophistication.md

# Market Sophistication

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- The category is crowded with familiar claims.

## Mechanism

Increase specificity, proof, mechanism, and differentiation as claims become common.

## Applied marketing use

Diagnose what the market has already heard before writing claims.

## Failure modes

- Using novelty for its own sake.

## Counterweights

- `proof-led-advertising`

## Sources

- `source:schwartz-breakthrough`