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Pattern-breaking startups diverge from traditional marketing approaches by igniting movements rather than merely capturing market share. They utilize direct channels such as social media to communicate their narrative, reducing reliance on traditional media outlets that may undermine their message. Niels Hoven exemplified this with Mentava by making bold claims about teaching young children to read, effectively challenging the norms of childhood education. By not shying away from criticism and instead amplifying their voice, these startups leverage controversy as a unique marketing advantage.