
Niche Down: How To Become Legendary By Being Different

Second, there is a problem we don’t know we have, that gets evangelized so well that it becomes a whole new market category.
Heather Clancy • Niche Down: How To Become Legendary By Being Different
It takes courage to believe in a provocative, non-conformist point of view about a problem and why it matters.
Heather Clancy • Niche Down: How To Become Legendary By Being Different
And when two people say, “I’m the best,” by definition one is lying.
Heather Clancy • Niche Down: How To Become Legendary By Being Different
It’s the fact that category design actually requires going against that pack mentality.
Heather Clancy • Niche Down: How To Become Legendary By Being Different
Picasso designed, and then dominated, the category of cubism. He endures as a personal brand because cubism made him a brand.
Heather Clancy • Niche Down: How To Become Legendary By Being Different
It comes down to leveraging the exponential value of what makes you or your venture “different”
Heather Clancy • Niche Down: How To Become Legendary By Being Different
His advice on how to build a digital-content strategy? Share your point of view, but don’t blatantly try to sell your product. “Be a missionary, not a mercenary,” he told us.
Heather Clancy • Niche Down: How To Become Legendary By Being Different
Conditioning the market is the process of teaching the market to think about a problem and a solution in a very particular way. Your way.
Heather Clancy • Niche Down: How To Become Legendary By Being Different
Like all legendary entrepreneurs, she’s a missionary, not mercenary.