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After building hundreds of startup brands, Arielle Jackson shares 6 early marketing missteps to avoid

In Depth

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How Do You Know if Your Category Definition Is Working?

How do you know, after you've done this work, if what you're doing is working? Look at the press articles that come out when you first announce. If all those touch points reinforce the same message, it should feel boring to you. The product category you choose to play in really is the company's. And then if you outgrow it overtime, as nest did or as square did, you evolve. But it shouldn't feel like a pivot.

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