Marketing Law 2 - Category

It’s a little like “Don’t hate the player, hate the game.” No, that’s not it. Maybe it’s like “If you don’t like the play, flip the script.” But that still keeps it inside the same play. Hmm. What this marketing law is actually saying is that if you can’t be the first in your industry, you shouldn’t just pile in behind the leader, single file. You create a new line, stand in front of it, and watch them all come in behind YOU.

It means that if you weren’t first to launch a computer that had everybody crunching numbers and entering data (PC’s in the 1990’s), then you should create a machine that seems to be truly made for creative, forward thinkers (Mac in the 2000’s).

Innovation has always been at the forefront of any successful business. And while it may seem daunting to compete in an already saturated market, entrepreneurs should take this as an opportunity to think outside the box and create a new category where they can be the first to market. It's all about finding a unique angle and carving out a niche that speaks to the needs and desires of your target audience.

Even if they don’t know it yet.

By identifying unmet consumer demands or trends, you can position your business as the go-to source for something truly innovative. So, don't be afraid to break the mold and create your own category – after all, that's where the real rewards lie.

(Adapted from "The 22 Immutable Laws of Marketing" by Ries & Trout)