Successful categories result from identifying a nascent change, a great cresting wave moments before crashing onto the shore, and positioning your company at the water’s edge.
You are not the inventor—you are the soothsayer, the harbinger, the vanguard.
It grants the gift of hindsight: you hear the mantra and think, “Of course! How could I have seen things any different?”
greatest determinant of success is your ability to connect your category to an underlying shift
This prime mover is sometimes a radical leap in technology, like the invention of video streaming or smartphones, that redefined the modus operandi of its entire industry. This could be dubbed category emergence,
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