How to Be That New Can of Tomato Sauce When You Start a Startup

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When you interact with something, your brain quickly files it into a category. This allows humans to unleash one of their best skills: organizing information. Ignoring categories leads way too much to chance and that's what we're going to talk about today. We'll dig in after some smooth jazz.

The best entrepreneurs choose what they compete against. They stack the deck so their product is overwhelmingly better than the alternative. The key to this is choosing the category your customer sees you in. Choose the category and you'll be able to dictate your competitors and ensure you have a good chance to win. Today we'll talk about choosing categories with a little help from e-bikes, protein bars, and a mattress.