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Cheat Sheet: On Category Creation, Languaging, and Why Competition is for Losers
Nov 24, 2022
Nicolas Cole, Eddy Yoon, and Christopher Lochhead discuss category creation and avoiding competition. Topics include the importance of creating a unique category, escaping traditional competition, developing a strong point of view, and crafting a unique business category through framing, naming, and consistent messaging. Examples from Eight Sleep's 'sleep fitness' category are highlighted.
24:43
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Quick takeaways
- Competition is detrimental in businesses, driving a pursuit to escape direct competition due to its destructive nature and zero-sum dynamics.
- Monopolies are ideal for companies, offering the chance to capture and retain value by creating unique market categories and avoiding direct competitions.
Deep dives
Competition as a Zero-Sum Game
Competition is viewed as detrimental in businesses, driving a pursuit to escape direct competition due to its destructive nature and zero-sum dynamics. Companies invest significant resources to outperform their competitors, often focusing on marginal improvements instead of offering truly distinct value to customers, resulting in a relentless quest to be 'better' rather than 'different.' Perfect competition, exemplified by industries like airlines, erodes profits due to homogeneous offerings among competitors.
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