A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
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A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
Other times, new categories are named by what they’re not. Henry Ford called the first car a “horseless carriage.” He used a modifier to remove the existing category’s most valuable asset (there is no horse), raising the question, “Well if there’s no horse, then how does it run?” Ah, now the customer is willing to be educated! They have entered
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Product-First Mindset vs Category-First Mindset
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
“Well hang on, before I let you go,” the decision-maker on the other end of the line says, “I’m curious. Then what is a Category Design Consultant?”
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
- Bring Fresh Data, Frameworks, And Insights
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
Google’s brand is only valuable in the context of the category it created and dominated, which is Search.
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
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.