If you can't be
first in a category,
change the nature of the category or set up a new
category you can be the first in.
There are many ways
to be first.
, with its broad approach, allows for a wider view
than brand-management thinking – it allows you to think "category". You can
also change categories across different markets.
The key question
when you get a
to launch is,
"What category it is new in?"
By creating a "new category" (or the
perception of a new category) you become first –
change, so do
mindsets. They open up to a whole new range of
Everyone is interested in what's new, but few are interested in what's
Creating Sustainable Profits:
9 Questions To Answer