In The Fall of Advertising and the Rise of PR, Al Ries and Laura Ries briefly mention the "one-two-three" approach to positioning. With the one-two-three positioning approach, you describe your product concept as the third in a series of breakthroughs.
First came the horse and carriage. Then came the automobile. Now, get ready for theYou'll generally want to include the product's actual benefit to the user in the third clause.