How to Influence Buyers to Care About a New Category w/ Mark Kilens (CMO of Airmeet)
Category Thinkers
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The Importance of Understanding Differentia
Sally Kohn: category design is an overall strategy. It's a business strategy, right? Not just like a marketing framework. When did it become real for you? Was it ad hub spot where you learned the discipline and started internalizing it? Can you tell me a bit about that? She was making snow for kids birthday parties at 1 a.m. to 5 a.m.: "I think you turn out better than I did going door to door trying to show the driveways" And then she ended up working contractor intern with one of the world's premier snow makers.
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