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Nicolas Cole 🚢 Profile picture
@Nicolascole77
Apr 8, 2021 • 8 tweets • 3 min read • Read on X
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How do you design a category breakthrough?

Here's what we can learn from one of the most innovative food technology companies in America.

Campbell's Soup.

(Hint: Andy Warhol wasn't the reason.)

👇👇👇
100 years ago, The Campbell's Soup Company had a breakthrough.

For the first 30 years of being in business, they sold little else besides produce, canned tomatoes, vegetables, jellies, condiments, minced meats, and of course, soups.

Nothing "radically different."
Until, in 1895, a chemist within the company named John T. Dorrance came up with an idea.

If Campbell’s halved the water in each can, the business could produce and ship exponentially more soup (since the excess water was no longer needed)!

Eurika!
As a result, Dorrance and Campbell’s invented “condensed soup.”

New category.

This allowed the company to drop the price of a can of soup from 30 cents to 10 cents, expanding distribution and lowering the barrier to entry for new customers.
Today, The Campbell Soup Company is a $15B company.

Campbell’s condensed tomato, cream of mushroom, and chicken noodle soups remain as some of the most popular shelf-stable foods in grocery stores all across the United States.
The secret?

Instead of COMPETING, Campbell's CREATED.

They didn’t push a new flavor (tomato soup already existed).

They didn’t spin up a marketing tagline (“Mmm Mmm Good” is hardly a breakthrough).

And they didn’t "beat out the competition" by running 2-cents-off promotions
The lesson:

The way it is now, is the way it is, because someone else replaced the way it was.

Here's how to design a category breakthrough of your own in today's Roaring 2020s 👇

categorypirates.substack.com/p/campbells-so…
Co-authored with my fellow pirates @lochhead and @EddieWouldGrow

🏴‍☠️🏴‍☠️🏴‍☠️🏴‍☠️🏴‍☠️🏴‍☠️🏴‍☠️🏴‍☠️🏴‍☠️🏴‍☠️🏴‍☠️🏴‍☠️

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More from @Nicolascole77

Nicolas Cole 🚢 Profile picture
May 3
4 dead-simple steps to write a bestselling book title in 10 minutes (even if you’ve never written a book before): Image
A bestselling non-fiction book title can be constructed in 4 steps:

Step 1: Choose your obvious/non-obvious pairing
Step 2: Decide how to call out your audience
Step 3: Make it Tangible
Step 4: Make it Objective

Let's dive in!
Step 1: Choose your pairing

A bestselling non-fiction book title falls into 1 of 2 categories:

1. Are you solving a non-obvious problem in an obvious way?
2. Are you solving an obvious problem in a non-obvious way?

Here's how this works:
Read 18 tweets
Nicolas Cole 🚢 Profile picture
Apr 25
25 writing prompts every writer should use to:

• Write quality ideas, faster
• Reach & engage more readers
• Build your timeless library of content
• And attract new opportunities online

Let's get started: Image
1. What was your first job, and what's 1 lesson you learned you'll remember forever?
2. Who was your first mentor, and what's something they taught you that changed the way you saw the world (and yourself)?
Read 29 tweets
Nicolas Cole 🚢 Profile picture
Apr 23
Over the past 10 years, I have created a dozen side hustles for myself, each unlocking 6-figure income streams.

I've also built two 7-figure companies doing millions of dollars in revenue.

So, if you want to make $100,000+ per year, follow these 7 simple steps: Image
Step 1: Pick a skill you love.

My college degree is in fiction writing.

Back then, EVERYONE told me "You'll never make money as a writer."

Until I started making good money as a writer.

Then everyone said:

"Of course, it's easy to make money as a writer."

It's subjective.
Step 2: Work for free.

If you can't do it for free, you can't get paid to do it.

Period. Full stop.

So, forget monetization ($$$).

Instead, focus on MASTERY.

• Prove you can do "the thing"
• Prove people think it's great
• Prove you are reliable
• Prove it works
Read 10 tweets
Nicolas Cole 🚢 Profile picture
Apr 22
I'm 33.

Over the last ten years, I've built multiple 7-figure businesses.

Here are 9 uncomfortable truths I learned along the way (which most people spend their entire lives avoiding): Image
1/ No one owes you a job.

When you graduate from high school or college, nobody owes you a paycheck. That's a lie we've been told.

Your value to a company only exists so long as that company needs you.

You are human labor leverage.

Whether you like it or not.
2/ If you don't grow together, you grow apart.

Friendships, relationships with your siblings & parents, life partners.

All of these require nurturing on a consistent basis.

Otherwise, life pulls you apart.

You change.

They change.

Eventually, you don't recognize each other.
Read 11 tweets
Nicolas Cole 🚢 Profile picture
Apr 16
These 10 graphics summarize some of life's hardest lessons:

1/ Distractions fill the space we give them. Image
2/ Empathy lifts you and the other person up.

Judgment pulls you and the other person down. Image
3/ Repetition is the father of learning. Image
Read 11 tweets
Nicolas Cole 🚢 Profile picture
Apr 13
Over the past 10 years, my “words” have generated millions of dollars in revenue.

At the core of this is copywriting.

It is one of the most valuable skills you can build as a writer.

So here are the 20 copywriting laws I live by—which you should hang on your wall: Image
1/ You aren't selling anything to the customer.

You are giving them an opportunity to change.
2/ Don't use formal language.

You are the customer's friend.

And if your friend asked you for a vacuum recommendation, you most certainly would not say, "This device synchronizes efficiencies across multi-level floor plan designs."
Read 23 tweets

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