Category-busting activity is a classic innovation generation strategy but to do this, you need a firm base of categories to challenge or recombine. Without the old categories as reference points it's hard to recognise and place the innovation when it arrives. One of the five key attributes of innovation success, according to Everett Rogers, is compatibility – by which he means that the innovation can be matched to existing categories and understood sufficiently to support adoption, even if this is by comparison or contrast (Rogers, 1995: 224-34).