![]() “If you can’t be first in a category, set up a new category you can be first in1.” I had just read those words from Al Ries and Jack Trout, and they forever changed the way I looked at marketing. #1 Apple Podcaster | #1 Amazon Author | Category Designer So, as you read this paper and go forward, I wish for you the courage to follow your ‘different,’ while creating massive new value and the legendary success that comes with it. He’s created this super thoughtful, well-researched paper to help you become a category designer, too.Ĭategory designers succeed by giving us new ways of living, thinking, or doing business, many times solving a problem we didn’t know we had, or a problem we didn’t pay attention to because we never thought there was another way.Īnd right now, the world needs more people who will step up to solve massive problems and create meaningful change. You see, my friend John Rougeux is a category designer. If you do, you’re reading the right shit. It’s about creating new demand, not fighting to capture existing demand.Īs an entrepreneur, CEO, or CMO, you have to ask yourself: are you playing someone else’s game, or do you have the courage to create and design your own market category? It’s about evangelizing a point of view that changes thinking. It’s about becoming known for a niche that you own. ![]() The founder of a roofing company on the east coast recently said to me, “I almost feel bad for my old competitors.”Ĭategory design is NOT about competing in any traditional sense. That happened because category design has emerged as an “unfair” advantage. and has been downloaded in 181 other countries. Our first book on the topic – Play Bigger – is now in the top 5% of business books, and our podcast on the topic, Lochhead on Marketing, hit number one on the Apple business and marketing charts in the U.S. That’s why the discipline of category design has emerged from Silicon Valley to become a worldwide phenomenon. They market differently – and earn two thirds of the value in their market category.* Primary research published in Play Bigger and The Harvard Business Review. They aren’t making anything that incrementally improves on what came before. In business, they introduce the world to a new category of product or service. That is to say, the most legendary people are original. The people I admire most make the world exponentially different.Īnd if you think about it, you might find that the people you admire most are the ones that break and take new ground.
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