Building a new market category is not for everyone. It takes vision, stamina and lots of guts.

Many brands grapple with a fundamental problem: how do you profitably build a company in hyper-competitive markets? Driving incremental product innovation is a common strategy but one with low odds of success when the value-add may be minor and the product remains comparatively undifferentiated. There is a better approach to reigniting growth: create your own category.

SELECT“Building a new market category is not for everyone. It takes vision, stamina and lots of guts.”