Marketing isn’t about being the best. It’s about being first, owning a word, and building your category. Here's how bold brands win.
Marketing Isn't About Being the Best—It's About Being First and Creating Your Own Space
In a crowded market, the best product doesn’t always win—the boldest does. The real winners? Those who create their own category and own the narrative. I've seen these five principles work time and time again. Here’s how you can apply them:
✓ Be First: The early bird really does catch the worm. Apple didn’t just make a phone; they reimagined what phones could be with the iPhone. Uber didn’t just offer rides; they transformed how we think about transportation entirely.
❌ Waiting for perfection before launching
✓ Create Your Category Can’t be first in an existing space? Build your own! Dollar Shave Club didn’t try to outmuscle Gillette on store shelves. Instead, they created an entirely new subscription model that traditional brands hadn’t even considered.
❌ Trying to beat established players at their own game
✓ Own a Word: When I say safety, you think Volvo. When I mention overnight, FedEx comes to mind. The strongest brands are connected to a single, powerful concept in consumers’ minds.
❌ Trying to stand for everything at once
✓ Perception Trumps Reality McDonald’s isn’t selling the world’s finest cuisine—they’re selling consistency and familiarity. That perception keeps customers coming back, even when competitors offer similar products.
❌ Focusing only on product features rather than emotional benefits
✓ Know Your Position: Avis turned their second-place market position into a strength with We try harder. They embraced reality and made it work for them, not against them.
❌ Pretending to be something you're not—the worst mistake? Trying to fake expertise, market position, or brand values. Customers see through inauthenticity, and trust is hard to rebuild once lost.
I’ve seen these principles in action—and they work. Which one resonates most with you? Drop your thoughts below! 👇