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Marketing Strategies for Every Marketing Budget
Marketing Against The Grain
Do You Really Need to Create a Category?
I agree that you should actually understand what category you want to lead. I'm saying there's going to be a bunch of also rans, a lot of companies that die at $10 million. You need to have a plan to get you to be one of the top three players in that category. If you optimize only for volume of conversion, that you lose the market position. And if not more at the lead stage, more at the sales stage because you're clear on your differentiate.
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