about your category, don’t try and make them.

Put simply: if people don’t care

Where you particularly see this occur is in the case of so-called “purposeful” brands, where the strategy is built on some sort of moral crusade. This may be all very nice, but I’m sorry, nobody is going to be lectured by their toothpaste on the plight of the rainforest. There’s simply an attention mismatch, and your proselytising is going to fly

strategic angles, and you’ll see the difference. High-interest categories can support sophisticated value offerings. Low-interest categories can only support blunt value offerings.

make logical sense? If the answer is yes, then you’ve probably got a pretty good strategy on your hands. If the answer is no, then maybe not.

Would the opposite of this strategy also

a strong thought or insight. The reason we

Granted, this can make them pretty inefficient – lots of red herrings, blind alleys, and rabbit holes. But it also makes them surprising,

4. Chats have room to breathe Finally, a crucial way this underrated strategy tool differs from its more structured brethren is that it isn’t tightly kept on topic. Chats are free-wheeling,