The Law of the Category

The Law of the Category states that if you can’t be the best in a specific market, create a new category where you can be the best. For example, instead of competing with established brands in soft drinks, a company might focus on health-oriented drinks. By defining a unique category, businesses can differentiate themselves and capture consumer interest more effectively. This principle emphasizes the importance of innovation and niche marketing in achieving success and recognition. Essentially, it encourages companies to find their unique space rather than competing directly with others.