A company in an adjacent category put on an event that got press coverage promoting features the category-leading company didn't have. It left them scrambling to respond with their sales team and in public forums, making them look like they were playing catch-up, even though they were the category leader.

Identifying new target markets

Users have to be pulled in. A good idea is not enough. Your customers, in fact, have to be “acquired.” But the way to do that isn’t with a bombardment. It’s with a targeted offensive in the right places aimed at the right people.