“Category creation” really is creating sub-categories or niche markets.
Hank Barnes. Rethinking Categories
Which is not wrong. It’s just *not* creating a new category.
To stay in the game of business, you need 2 things: will AND resources.
To create a new category, you rely heavily on resources: you need money and time, a.k.a. big pockets AND patient investors.
Louis Grenier lists here 4 reasons why *not* to create a “new” category. And it’s bloody genius.
BTW, niching down ain’t category creation.