Eben PaganDiscovery Hub

Category creation beats competing in crowded markets

Human minds can hold approximately seven items per category before they're full. First-mover advantage is real — people remember and choose the first thing that comes to mind, not necessarily the best. That means fighting for position in a saturated market is almost always the wrong strategy. The winning move is creating an entirely new category where you are first by definition. You don't need decades of history. Creating something genuinely unique makes you the original. This is how David D'Angelo created the 'dating advice for men' category, how I created the 'information product business' category. Look at where your industry is heading in ten years, stake a position in that emerging niche today, create content and build a reputation there before it becomes crowded. First in the mind beats first in the market.

4Clip evidence5Related concepts0Programs
Human minds can hold approximately seven items per category before they're full. First-mover advantage is real — people remember and choose the first thing that comes to mind, not necessarily the best. That means fighting for position in a saturated market is almost always the wrong strategy. The winning move is creating an entirely new category where you are first by definition. You don't need decades of history. Creating something genuinely unique makes you the original. This is how David D'Angelo created the 'dating advice for men' category, how I created the 'information product business' category. Look at where your industry is heading in ten years, stake a position in that emerging niche today, create content and build a reputation there before it becomes crowded. First in the mind beats first in the market.

Relevant Clips4

  • Answer

    Why People Choose the First Thing They Remember — Not the Best

    People remember and choose the first thing that comes to mind in a category, not necessarily the best option. Human minds can only hold about 7 items per category, so being first gives you automatic mental real estate that's hard for competitors to displace.

    → Canonical answer
  • Answer

    Create a New Category Instead of Competing in a Crowded One

    Instead of trying to compete in categories where customers' minds are already full of competitors, create an entirely new category that you can be first in. This gives you automatic leadership position rather than fighting for space in crowded markets.

    → Canonical answer
  • Answer12:11

    Position Yourself in an Emerging Niche Before It Gets Crowded

    Look at where your industry is heading in 10 years and position yourself as the expert in that emerging niche. Create content, get education, and build a reputation in that specific area before it becomes crowded.

    → Canonical answer
  • Answer3:46

    Create a Unique Niche and You're Automatically the Original

    Position your product and company as the original and leader by finding a unique niche you can fill. You don't need to be established for decades - creating something unique makes you the original by definition.

    → Canonical answer