Law of the Category

The Law of the Category states that if you can't be the best in a particular category, create a new category where you can excel. This concept suggests that rather than competing in an established market with many players, it's often more effective to innovate and define a new space where you can stand out. For example, if you can't compete as the best smartphone, you might develop a unique device targeting a specific need, like durability for outdoor use. By doing this, you establish yourself as a leader in that new category.