Best Practice Report

You Don’t Need To Create A Category To Be A Category Leader

Five Ways To Gain Category Leadership

January 29th, 2024
John Buten, Principal Analyst
John Buten Principal Analyst
With contributors:
Amy Hayes , Srividya Sridharan , Laura Ramos , Barry Vasudevan , Ian Bruce , Shelby Muschler , Drew Zalucky

Summary

Category creation has gained a cult-like status among entrepreneurial companies as the best path to enhance growth, differentiation, and market leadership. However, category creation is a risky proposition, with most aspiring category creators investing years of time and scarce resources without success. Companies can more realistically achieve success by deploying the same techniques as category creators to take a leadership role in an existing category, thus shaping it to their advantage.

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