Topics Discussed:
- What is category creation
- How can a company differentiate itself
- Dealing with a boss who doesn’t believe in radical differentiation
- The distinction between missionaries and mercenaries in business
- Category creation for small businesses
- Focus on one thing and be the best at it
- Category designers change the world to their image
- The hero's journey and how you tell a brand story
- Why people love change and how you can capitalize on it
Resources mentioned:
- Niche Down
- Play Bigger
