What should you do if a competitor has already defined the product category in which you compete?

First thing, how are you segmenting the market and determining evolving customer needs/priorities? Great news - no product category stays fixed for very long. There’s a...

Depends - if you’re able to differentiate enough to be a #1 or #2 player in the market, stick with the current category. I would, however, start to amp up the thought lea...

The great thing about being the underdog is that you can also be the disruptor. The category's leader role is to maintain its position, this limits how many risk they can...

Have a strong point of view on the market and don't be afraid to reframe the current definition, but be prepared to invest heavily in education and thought leadership. Re...

I love Anthony's answer. I suspect he and I both spend time thinking about this exact issue from the perspective of the market leader... I'd add that you can find a mark...

I agree with Anthony. If you're looking to enter a space that has already been defined, what you need to do is create a niche and/or double down on the unique approach yo...

Is it clear that the competitor is currently the market leader? Are they a large incumbent (thinking what Salesforce is to CRM, for example) or a few years ahead of you?...

@Anthony Kennada really has the right idea in terms of how to think about this. I break it up slightly differently, but alog very similar lines: 1. Be the category's nex...