The Power of Your Category

I'm constantly reminded of the power of defining your category.

This week I had the occasion to spend time with two different companies, one at the early market startup stage (i.e. first revenues) and the other, a $15M+ company in ramp mode.  In both of these, we anchored the growth plans around the concept of the category.

In the startup, they are building out a new category and therefore pushing hard with thought leadership to "legitimize" their place as a player and leader in the category.

In the other, we mapped out how to mold a new place inside an existing category, and how to educate the target market on the value of this new way of doing things. 

In both cases, the category provided an anchor to focus the team on what's important and what everyone should be doing to help create leadership in the category.

I urge you to bring this discipline to your organization.  It can make a real difference to help clear away the fog about what's important. 

Growth through Discipline....

Wendy
author/advisor/lady with the flipcharts!
www.wendykennedy.com

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