Mark Osborne explains how to dominate a market by creating and controlling the category itself. Set the rules early, establish the dominant design, and capture the economics before competitors can challenge your position.
What they're really doing is validating the category. And, and what you— if you're really good at setting those rules, everybody else is going to come in and they're going to have to play by your rules, which, which again kind of continues to put you in the driver's seat as the category develops over time. So at some point in time when what's called the dominant design of the category gets chosen, you're the one that the public or the market has picked, and you are the one that's going to take away all those, those great economics.
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