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.)
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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 👇
BitClout is creating a new category—most just don't see it yet.
As with any early-stage, radically different, boundary-pushing project, Twitter is already calling BitClout a "scammy" project, and a "Black Mirror episode" manifested.
Here's what I see instead 👇
1/ Quick TL;DR history
BitClout is a super-stealth blockchain project where people can buy, sell, and trade Creator Coins—coins that represent the perceived value of a creator.
- @elonmusk has a coin
- @chamath has a coin
- As of today, I have a coin
Anyone can have a coin.
2/ Rumor has it there are some pretty big players involved (I won't name names yet), and BitClout has srs VC backing.
Like most high-flying projects that catapult out of Silicon Valley's elite network, BitClout has also been built & launched in 100% stealth mode.
So, here are 7 actionable ways to achieve that goal to produce that outcome 👇🏼
1/ Create without expectation
People can sense your intentions. And if your intention is to “build an audience” to quickly extract ($$$) value, you will repel more than you attract.
Give generously. Expect little in return.
2/ Keep your promises
If you say you’re going to write something new every day, do it. Show up. Let your actions speak louder than your words/promises/public announcements.