On Category Creation, Languaging, and Why Competition is for Losers
Friday 5: Five Weekly Lessons from Bestselling Books, Essays, and Lectures
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How Eight Sleep Created the Sleep Fitness Category
The fact that you actually want to do is be able to create a monopoly. The monopolies aren't bad, if you're trying to effectively create a monopoly in a small area or in a niche or a portion of a market. So let's talk about an example. And it's a case study of how eight sleep created the sleep fitness category. That's the reason we've gone from talking at a high level about why you want to create acategory and avoiding competition. It's all about being able to capture some of the value of what you have created.
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