Raskin: Inventing a category label alone will not differentiate a company
Andy Raskin · The power of strategic narrative | Andy Raskin · May 28, 2023 · at 41:36
Strategic narrative consultant Andy Raskin explains to Lenny Rachitsky why focusing purely on category naming fails without an overarching story.
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“When people think about category creation, they tend to just focus on like, okay, what is this category name going to be that we got? What are these three words that are, or two words, whatever, that are going to sort of magically make us seem like we're totally different from everybody else? And A, I think that's not really possible. Like these three words aren't going to do it.”
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