“Once you cement your position at the top of your category, it becomes much easier to defend. The stability of brand positions in nearly all markets is simply mindblowing.”
This post by Peep Laja complements the post I’ve recently shared about segmentation when a market-category is the mainstream: www.linkedin.com/posts/jos…
Segmentation + Differentiation = Market-Leadership.
To beat the competition in a mainstream phase (post-early-market), we want to position our product+business as a market-leader ASAP.
As Peep suggests, creating a new market category or subcategory is a powerful play.
However
Creating a category needs a ton of education, communication, and market influencing efforts.
A study mentioned in Play Bigger book states that “it takes on average six to ten years for a category to be effectively created.”
Not that much if you create a SUBcategory. The education, influencing, and communication efforts are way less.
The other option mentioned in my recent post is to segment and/or focus your value proposition+positioning in a use case/application/Job-To-Be-Done.
Whatever strategic option you develop, market-leadership brand positioning is one of the most endurable moats you can build.
