Many entrepreneurs, executives, and investors think “the best product wins.” And the path to creating a “winning” product is: Step 1: Launch a Minimum Viable Product Step 2: Chase demand and prove Product-Market Fit Step 3: Give users the ability to invite their friends and, wabam, Product-Led Growth But this…

I get a lot of questions about the differences between a category, niche, POV, and messaging. The distinction between these is crucial because improving a company’s messaging in absence of a true north category POV is a “meaningless,” money-burning project. So I’m sharing a handful of examples to clear up…

In a world where companies try to nickel and dime each other to death, “price” almost always becomes a race to the sides. You are either expensive, luxury, premium, or you are bulk, cheap, value pack. Anything that sits in the middle of its given category ends up feeling like…

Do you know what a Superconsumer is? A “Super” is the scrapbooking fanatic who owns not one, but a dozen different pairs of scissors — each one designed to cut different shapes from paper. A “Super” is the online course enthusiast who buys not one, but a degree’s worth of…

If you can get people talking, your revenue will accelerate exponentially. Most marketers know the power of word-of-mouth marketing. But how you maximize marketing dollars, and unlock exponential growth, is by laser-focusing on the specific areas your Superconsumers spend time. …

To design a category, you have to frame a new problem and a new solution in a provocative way. It should make the customer STOP, tilt their head, and immediately wonder, “This is for something different. Do I need this?” In order to do that, you have to be the…

Every legendary business started as a dumb idea, until it wasn’t. In order to change the world, you have to reject the premise. You can’t just blindly accept the world the way it is. …

It’s shocking how many MBAs, entrepreneurs, creators, and very smart investors prioritize the brand BEFORE the category. Our name. Our logo. Our team. Our “mission statement.” Well, here’s a fact: Categories make brands — not the other way around. Brand marketing is something we do to customers. Category marketing is…