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How Would-be Category Kings Become Commoners

November 2, 2020 | Rory McDonald and Keith Krach | Strategy

Category creation is the holy grail in business, but more often than not, the very companies that establish lucrative new markets don’t end up being the category kings. Why? Many executives undermine their own ventures’ standing by misinterpreting and misfiring on strategies considered fundamental to creating new categories. Here, the authors spell out three common mistakes that turn would-be kings into commoners in the categories they create.

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