category creation

Relevant Clips20

• Teaching▶ 8:22

  Better to Be First in the Customer's Mind Than Best

  It's better to be first in the customer's mind than to be better - humans create mental categories for new information, and once those categories are full, it's hard to add new things.

  From: How To Innovate In Your Business→ Canonical teaching
• Teaching▶ 13:14

  Narrow Your Category to Own It

  Create specific enough categories to be first - instead of general 'health' coaching, narrow down to something like 'natural weight loss for women' to find a category you can own.

  From: How To Innovate In Your Business→ Canonical teaching
• Teaching▶ 1:15

  Southwest Airlines Model: Constancy of Purpose in Action

  Southwest Airlines exemplifies proper constancy of purpose by never changing their low-cost strategy while continuously improving the customer experience within that framework

  From: How To Identify Which Improvements Will Grow Your Business→ Canonical teaching
• Teaching▶ 5:47

  BlackBerry Won on Repetitive Sound; Palm Lost When Shortened

  BlackBerry became the universal name for handheld devices because of its memorable repetitive sounds, while Palm lost market share when they shortened Palm Pilot to just Palm

  From: The Psychology Of Creating A Name Your Customers Can't Forget→ Canonical teaching
• Teaching▶ 32:40

  Ask What Customers Want That They Can't Find Anywhere

  There's always a huge opportunity to create a new category you can completely own by asking what customers are looking for that they can't find in existing products

  From: HOW I BECAME DAVID DeANGELO THE PICK UP ARTIST - EBEN PAGAN | London Real→ Canonical teaching
• Teaching▶ 1:47

  Seven Plus or Minus Two — How Mental Categories Fill Up

  Human minds can only remember about seven plus or minus two pieces of information in any category - once a mental category is full, no new items get added

  From: How To Create A Powerful Reputation→ Canonical teaching
• Teaching▶ 4:31

  Create a Category and Position Yourself as the Originator

  Don't just create a product or service - create an entire category and position yourself as the originator to attract premium partnerships and clients

  From: Getting Inside Mind Customer→ Canonical teaching
• Teaching

  Make Each Product Its Own Category to Block Competitors

  Create competitive barriers by making each product its own category so competitors must compete with entire categories rather than individual products

  From: How To Sell Multiple Products To Your Customers→ Canonical teaching
• Teaching

  First in Category Beats Better Product Every Time

  It's better to be first in a category than to have a better product - people choose the first thing they remember, not necessarily the better option

  From: How To Create A Powerful Reputation→ Canonical teaching
• Teaching▶ 6:52

  Neutrogena's Narrow Niche That Won a Category

  Neutrogena became #1 in their categories by starting with the narrow message of 'use every couple weeks to wash off residue from other soaps'

  From: Thinking Terms Niches→ Canonical teaching
• Teaching▶ 7:26

  Differentiation Requires Doing Something Fundamentally Different

  Differentiation in the market requires doing something fundamentally different from what everyone else is doing, not just minor improvements

  From: Eben Pagan - How to create value from NOTHING [VIRTUAL COACH]→ Canonical teaching
• Teaching▶ 4:29

  Creating the Dating Advice for Men Category from Scratch

  Eben created the "dating advice for men" category by focusing on getting dates rather than relationships, generating millions in revenue

  From: How To Create A Powerful Reputation→ Canonical teaching