{"product_id":"the-big-category-lie-the-8-reasons-everyone-says-category-creation-is-a-bad-idea","title":"The Big Category Lie: The 8 Reasons (Everyone Says) Category Creation Is A Bad Idea","description":"\u003cdiv data-mce-fragment=\"1\"\u003eMost people believe Category Design is who-ha, malarkey, and\/or B.S.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eAnd you can’t blame them, really. There are over 50,000 marketing books, 30,000 business strategy books, and 20,000 entrepreneurship books on Amazon.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eMost of them say similar things, and most of these teachings share the same contextual scaffolding: that the path to success is about competing in an existing market category; that your goal as an entrepreneur, executive, investor, or middle-market manager is to build a better product, build a better brand, or execute sales better than the competition.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eThe bummer is, business doesn’t really work this way. New products do not take over old markets. Instead, new categories displace old categories. And the two are not the same.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003eBut the competitor\/product lens is so deeply ingrained in the average business person’s brain, it would never occur to them to think about or challenge this premise—nevermind reject it.\u003cbr data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e\n\u003cp data-mce-fragment=\"1\"\u003e\u003cstrong\u003eIn this “mini-book” you will learn:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-mce-fragment=\"1\"\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe 8 reasons why business leaders and executives think Category Design doesn't work.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eHow companies like Netflix, Amazon, Uber, and Chipotle prove the vast majority of people spend their money on Category Creators.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eLessons on inventing a new category from Steve Jobs, Apple, and the iPad launch.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eWhy capitalizing on trends was the downfall of companies such as Yoplait, Blockbuster, Levi's.\u003c\/li\u003e\n\u003cli data-mce-fragment=\"1\"\u003eThe one thing that creates a strong, valuable community of Superconsumers.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003e\u003cbr data-mce-fragment=\"1\"\u003e\u003c\/div\u003e\n\u003cdiv data-mce-fragment=\"1\"\u003ePacked with incredibly valuable insights on the biggest myths in Category Design, this “mini-book” is a valuable tool for entrepreneurs, innovators, and small business owners who want to change the rules of the game completely.\u003cbr data-mce-fragment=\"1\"\u003e\n\u003c\/div\u003e","brand":"Category Pirates","offers":[{"title":"Default Title","offer_id":39953506926725,"sku":"CTG_LIE_MBK","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9160\/0261\/files\/TheBigCategory-Social.jpg?v=1764624318","url":"https:\/\/categorypirates.com\/products\/the-big-category-lie-the-8-reasons-everyone-says-category-creation-is-a-bad-idea","provider":"Category Pirates","version":"1.0","type":"link"}