Whether it’s articulated or not, every business is driven by one of two philosophies. A company is either competition-driven or story-driven.
Bernadette Jiwa • Story Driven: You don't need to compete when you know who you are
Translation: One company wins big in each category. But most marketers, entrepreneurs, creators, and investors spend their entire careers competing for only 24 percent of the value opportunity of a given category. They’re not the Category King—and they don’t even know it. As a result, they waste time and effort competing over demand instead of
... See moreCategory Pirates, Christopher Lochhead, Eddie Yoon, Katrina Kirsch, • The 22 Laws of Category Design
