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
- Have A Radically Different Point Of View
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
The answer, fellow pirate, depends entirely on the lens through which you are experiencing life. If you’re a Native Analog, and
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
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 category makes the product—not the other way around.
Nicolas Cole • 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
Step 1: Tell the truth about the existing category by placing a differentiating word in front.
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
So, how do you get out of The “Better” Trap and come up with a unique, new, and different POV?