MIT Sloan Management Review Article on How Would-Be Category Kings Become Commoners

  • 13m
  • Keith Krach, Rory McDonald
  • MIT Sloan Management Review
  • 2020

Innovative companies may succeed in pioneering new markets, but often fail to dominate the categories they create.

Starting any business is hard, but creating a new category of business with a completely new model is a high-wire act. Companies have to convince investors, customers, the media, analysts, and others that something the world has long managed without is now a necessity and legitimately constitutes a new business category. While educating and selling the market on this new category, there’s also a business to build and a whole new business model to formulate. Pulling this off is like delivering a nonstop TED Talk while inventing the light bulb and building General Electric all at the same time.

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  • MIT Sloan Management Review Article on How Would-Be Category Kings Become Commoners