Find your idea & build the brand
Niche & positioning
Own a wedge before you fight the giants.
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The category I want to enter already has ten funded brands doing the same thing - how do I find a real wedge?
Look for what the incumbents do wrong rather than what they do right - overpriced, opaque ingredient lists, a customer segment they're ignoring, or...
My product solves a problem people don't like to talk about (hygiene, intimacy, mental health) - how do I position it without scaring off buyers?
Pee Safe and Bombay Shaving Company both built real scale by naming the taboo directly and treating destigmatising the conversation as the marketin...
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