A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy

The 3 Pillars Of Every Great Marketing Strategy: Information Wars, Air Wars, and Ground Wars To begin, it’s important we outline

The overarching takeaway we want you to have here is that the more specific you can be about what you’re writing about, what outcome(s) you want your readers to achieve, and who your readers are, the more differentiated you’ll be.

You Dam The Demand.

Remember: categories make brands, not the other way around.

what a legendary marketing strategy looks like. Every startup, company, and creator is fighting 3 different types of wars at the same time: the war for who frames the problem, names and claims the solution, and as a result owns the narrative (The Information Wars); the war for who is then able to most effectively “sell” that narrative at scale (The

Ground Wars:

When you help the company or customer

1. Have A Radically Different Point Of View

“I thought I wanted X, but maybe what I really need is Y?”