There’s more to breakthrough products than being first to market.

“... rise in the misconceptions surrounding category creation. The most common error is conflating category creation with first mover advantage. The incorrect belief is that category creation is about being first to market with a new product or service. Sometimes this is the case — but often it is not.

Creating a new category is about educating the market about not only new solutions, but often new problems that are not top of mind...

There’s more to breakthrough products than being first to market.

“... rise in the misconceptions surrounding category creation. The most common error is conflating category creation with first mover advantage. The incorrect belief is that category creation is about being first to market with a new product or service. Sometimes this is the case — but often it is not.

Creating a new category is about educating the market about not only new solutions, but often new problems that are not top of mind...