The category is the Strategy
Legacy business strategy thinking is based on scarcity of resources and competition.
Category Creation is a new lens on business strategy. An abundance of outcomes, creating the future vs. fighting over the past.
Most Fortune 100s are incapable of category design and default to legacy strategy. Most high-growth companies should focus on the category. Creating a different future rather than competing with incumbents and startups.
This challenge has led us to develop the MVC (Maximum Viable Category) Team projects to fast-track the process.
The question now is, do you want to be incrementally better or exponential different?