Should You Create a Category?

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Creating a category is overrated in my opinion. In the 48 Immutable Laws of Marketing it says, “It’s better to be first than it is to be better.” While this may be true in some cases, history has shown that market leaders are usually never first.

What is more often the case is that the first-to-market is like trying to outrun a tsunami. You may start off ahead of it, but eventually you will get swallowed.

Dyson didn’t invent the vacuum, Tesla didn’t invent the electric car, TikTok didn’t invent social media. In capitalism, if you start making money, others will see what you are doing and enter the market. If they have a better product and more resources, they will squash you like a bug.

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