While everyone in todays markets seem to want to be the next big thing in the over congested categories Al Reis & Jack Trout in my opinion reveal the truest answer
The Law of Category
“If you can’t be first in a category set up a new category to be first in”
Consumers get overwhelmed
Brands get competitive for the same consumers
Markets are bigger
Niches are smaller, tighter
The “secret handshakes” are more secret, more involved
You can still deliver value to a Tribe that is ignored
But there is only so much Better , newer, more special, limited production that a overwhelmed consumer can take
Maybe
Just Maybe
IF you want to Matter More the answer is in the truth
does this market really need a better version of the hundreds in the space
or
Is there a space, a lane, a niche not yet unlocked
Not far away but far enough away to really Matter
something they will Have to Have!
The next BIG thing
Why not DO THAT
BE THAT
CREATE THAT
we need CREATING after all don’t we?
Isn’t that what MAKING A RUCKUS is all about
oh and “This might not work”
but it also MIGHT work….A LOT!
DO IT! 
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