Ep. 125 Entrepreneurs can and should become a leading influencer in their field
b'How to become the influencer of your new market?
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\\nI was standing in Lipton\\u2019s testing room in Bristol with the Global Marketing Director, in 1996, learning one of the most important lessons in marketing.
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\\nFrom my 32 years in marketing, I know that the best and easiest way to succeed in launching a new product and building a successful brand is by leading your market category.
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\\nThe idea is taking ownership of a market category in the minds of the customers. One of the four basic market strategy definitions is \\u2018what market category should we play in\\u2019. If you can\\u2019t lead the market, you should invent a new market category.'