Don’t Try To Create A Category

Avoid it, or know what you’re signing up for.

You have to simplify your story, then tell it everywhere.

You have to play the long game.

You need to help sales connect the story and the deal.

You have to pick your enemies, and your frenemies.

You have to identify influencers, and engage them individually.

You need to deliver for your customers.

You can’t create a category. Only your customers can.



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Mike Troiano

Storyteller. Consiglieri. Lyrical gangsta. Partner, G20 Ventures, thoughts here are my own.