Articles by Greg Kogan
- No New Categories
While some startups try to create new product categories, Greg argues this is generally not necessary for success. Most successful companies compete within existing categories, as did legendary founders like Steve Jobs. In fact, category creation is much harder than it seems due to the difficulty of moving the market. The majority of recent tech IPOs also positioned themselves in established categories rather than unique ones. Positioning innovations into existing markets like "disruptive" or emerging categories is lower-risk and provides valuable opportunities. Testing different category positions before fully committing resources is also advised.