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
Step 3: Once you Dam The Demand, educate customers on all the differences between the old category and this new and different category.
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
When you help the company or customer
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
They are doing their darndest to respond to the RFP of the industry—when they should be doing their damnedest to Dam The Demand, stop customers in their tracks, engage in business Aikido, and redirect the momentum of the category in the direction of their choosing.
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
These timeless writing principles should be at the heart of your business newsletter.
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
Dam The Demand is not a product-to-product comparison. It is a category vs category debate, and involves telling the truth about the legacy category and using the enemy’s strengths (acknowledged by them and everyone in the category) against them.
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
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
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- 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
Product-First Mindset vs Category-First Mindset