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Most successful companies are not category creators - even though they may look like that to folks that come from large companies. Startup should be very, very wary of advice they get around this. 1/
I've had two startup come to me this week talking about "category creation" when what they are really doing is carving out a clearly defined niche in an existing market. This is good! How do you think most big companies got their start?? But is is not "category creation" 2/
Niching in an existing category is not category creation. Category creators need to sell the problem - no awareness of the problem, no category, no sales. Nichers just have to prove that there are folks in a category that are underserved that they serve better - much easier 3/
