STRAATEGY_SCRAAPS v180

most products could easily be positioned in multiple different market categories, with different competitors, providing a different value for different kinds of customers.

We start with Competitive Alternatives, or what would customers do if our solution didn’t exist. Once we have that, we can ask ourselves, “What do we have that the alternatives do not?” That gives us a list of Differentiated features or Key Unique Attributes. We can then go down that list and ask ourselves, “So what for customers?” Put another way,... See more

Category refers to the existing playbook of brand growth in a specific vertical and explores how to capitalize on its strengths and limitations. E.g. IKEA capitalized on the limitation of the furniture industry by: a) challenging the assumption that furniture needs to be put together when delivered and b) defining itself as the source of “well desi... See more

First, this style requires that the category is well defined and there’s a clear market leader—and you’re not it. People must understand what you mean when you talk about the category. We all know what a vacuum cleaner or a car or bubble gum is, and we understand the basic buying criteria in these categories: vacuum cleaners should have good suctio

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