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...
Should I try to create a whole new category like 'bed in a box' did, or just fight for share in an existing one?
Category creation (Casper's "bed in a box," Liquid Death's "heavy metal water") is the highest-upside, highest-risk move - if it works, you get to ...
A bigger brand just copied my positioning almost word for word - what do I actually do about it?
You can't out-copy a copycat with a bigger budget, so don't try to win by shouting louder - double down on the specific proof points (ingredient so...
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