5frameworks
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Sell-Through Category Creation (Buy-to-Own)
Price a rental-only product to own instead, anchor it to content worth repeating, and let ownership pull the hardware market up with you.
The Special-Interest Wedge
Enter through the practical, special-interest content the incumbents think is beneath them, then use that beachhead to open the category they left undefended.
Positioning: The Battle for Your Mind
Own a word in the prospect's mind by being first, finding an open position, or repositioning the competition
The Law of Leadership
It is better to be first in the mind than it is to be better in the marketplace.
Creating the Competition
Position disruptive products at the intersection of an established market alternative and an inno...