A lot of bootstrappers are trying to avoid fitting into an existing category (because they don't want to be compared to competitors). That's actually what you want: a slow-moving incumbent, who's already cleared the trail for you.
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If you show up at the basketball court, and LeBron is standing there, that’s probably not a good matchup. But, if you show up at the court and there are no competitors... you can’t play. You’re looking for: a) the chance to play the game b) a matchup where you can compete
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A good deep-dive for all this is
@grigoriy_kogan’s excellent piece: https://www.gkogan.co/blog/category-creation/ …pic.twitter.com/dYTV0INEYu
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“Category creation is much harder and costlier than it seems. The hard part is moving the market — the buyers and their purchasing behavior — with you to the new category. Until then, you’re not a king; you’re just the mayor of a one-person town.” –
@grigoriy_koganpic.twitter.com/yCuklDHK1S
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