Unlock the secrets to transforming a struggling business into a category-leading brand with our special guest, Jason Shafton, head of the growth consultancy Winston-Francois. Jason takes us through his impressive journey of revitalizing a European e-commerce company from a seven-figure monthly loss to profitability by meticulously optimizing marketing channels and operations. Learn how identifying inefficiencies and implementing best practices can drive exponential growth. Jason also shares a pivotal moment from his career at Google, where he played a key role in launching Google Music, underscoring the necessity of robust products and structured growth experimentation for effective marketing.

Next, we explore the powerful art of storytelling to build brand presence. Discover the critical elements of achieving product-market fit and how leveraging customer feedback can significantly enhance your product experience. We'll guide you through telling your brand's story more effectively using platforms like TikTok and Instagram, and reveal the impact of engaging nano and micro-influencers to create a halo effect around your brand. Creativity, uniqueness, and differentiation are key themes in this chapter, helping you stand out from competitors.

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How to Create a Category-Leading Brand