When GT Dave commercialized kombucha, he didn’t just bring a new product to consumers. He also invented a wholly new market segment. (Think Starbucks and premium coffee, or Sam Adams and microbrews.) Eddie Yoon, principal at the strategy consultancy Cambridge Group, considers category creation the most powerful and overlooked growth strategy any company can use. “Category creators experience much faster growth and receive much higher valuations than companies bringing only incremental innovations to market,” says Yoon. It’s not easy, but the following ground rules can help.
- Comment
- Reblog
-
Subscribe
Subscribed
Already have a WordPress.com account? Log in now.
Dispatches From The Front 