Dunford: Most legendary businesses did not create their categories
April Dunford · A step-by-step guide to crafting a sales pitch that wins | April Dunford (author of Sales Pitch) · Oct 22, 2023 · at 48:59
April Dunford, positioning consultant and author, pushes back against the belief that category creation is necessary for startup success.
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“Obviously creating a category is not the only way to create a legendary business because the vast majority of legendary businesses did not create the categories that they're in. So Google did not create search. Facebook did not create social network. Like, I mean, there's so many of them. It's actually more of an exception to the rule that the company is creating a category than the other way around.”
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