Own a Category. Don’t Compete in One.
Nov 04, 2025
Shortly after starting my business, I began feeling like I was fighting for oxygen in a crowded room.
Trying to be “better” than the competition.
Faster. Tastier. Louder.
But the truth is:
The best brands don’t compete. They create.
They define a new playing field.
They name the problem.
They own the solution.
Some good examples are:
- AirBnB wasn’t a better hotel. It was a new way to travel like a local.
- Tesla didn’t build a better car. They built a category around sustainable status
- Patagonia doesn’t sell jackets. They lead an environmental movement you can wear.
Instead of being one of many in gigantic industries, they became 'the one' in their category.
So here’s the challenge you eventually must face if you're going to truly succeed:
What category are you owning? Not what product are you selling. Not what industry are you in.
But what movement are you leading?
What conversation are you controlling?
If your customers can swap you out for someone else offering something similar, you’re playing the game the wrong way.
You don’t win by playing harder or getting cheaper.
You win by changing the game entirely.
PRACTICAL STEPS YOU COULD TAKE:
Name Your Category.
What’s the space you own in the customer’s mind? Not “coffee” or “software”—but “slow mornings done right” or “freedom through automation.”
Be Super Clear.
What do you believe that your competitors don’t?
Make it so freaken obvious to your team, your customers, your suppliers, your partners, and even your competitors.
Create a New Language.
Be the first to say it a certain way. ie Nespresso - Coffee pods.
Coining a term is a stepping stone to owning a position, and that leads to creating a new market.
Build a Following, Not Just a Customer Base.
People are no longer just buying solutions—they want to join tribes.
I’m deep in this space at the moment.
Switching from wanting to build broad followers to having a tight community.
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At the end of the day, if you want to stand out, don’t be better. Be different on purpose.
Own the conversation. Own the category.
And when you’ve made it that clear, the market will generally follow you.
I hope this is food for thought this week,
