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We hear it all the time -- "The Uber of this...", "The Salesforce of that...", "It's like Instagram, but for…"
There is no such thing as an original idea anymore -- right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories.
