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Christopher Lochhead: Why Legendary Startups create Categories
Pattern Breakers
Is Your Category Design a Good Idea?
If everybody thinks your idea is plausible, then they've been conditioned to like that idea already. And if at least seven out of 10 people don't disagree or tell you it's stupid... You don't have something not provocative enough. So why do I as an entrepreneur want to begin category design at the beginning? Because you want to be 80% of a multi-billion dollar market that you created, that you design and that makes you almost impossible to catch.
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