From the course: Guy Kawasaki on Turning Life Wisdom into Business Success
Join today to access over 22,700 courses taught by industry experts.
Invent the category or be a fast second
From the course: Guy Kawasaki on Turning Life Wisdom into Business Success
Invent the category or be a fast second
- The way to get in front of it is, of course, the best way, is to invent it. By definition, if you've invented the sector, if you've invented the category, then you're in front of it, right? Good example, Aldus PageMaker. Aldus PageMaker invented a category called desktop publishing. Had the world's greatest name, PageMaker. Well, let's see, what does PageMaker do? You don't need an MBA to figure out PageMaker makes pages, duh! What a great name. The best way is to invent the category. You could also make the case that being a fast second is a good strategy. Depending on how you want to interpret history, you could say that Xerox PARC created the graphical user interface, Apple copied that, then Microsoft copied Apple. You could say that Apple was the fast second. You could say that Microsoft was the fast third. The way a Macintosh ex-Apple employee would define it is, Apple created the graphical user interface.…
Practice while you learn with exercise files
Download the files the instructor uses to teach the course. Follow along and learn by watching, listening and practicing.
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.