Mark Osborne explains how companies create and own new market categories by identifying unmet needs, framing the problem and solution, and positioning themselves as the defining authority as the market grows.
So let's first identify the missing thing in the world. And if we can identify it and frame it so that everybody believes we know it better than everybody else and set some rules around like what the solution should look like to that, and again, frame it so well that everybody thinks we know what we're talking about as the company that is creating this category, it actually puts you in a very advantageous position over time as the category evolves. And you, and you know, a new market category isn't a category unless others come into it.
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