Imagine you're about to dive into the complex world of marketing and eyeing an overcrowded ocean teeming with sharks (red ocean).
Does that thought overwhelm you?
That’s because you’re probably focusing on how to outswim those sharks (competitors). But what if I told you there's a smarter way to navigate this ocean without risking becoming shark bait? I'd like to introduce you to Law #2 of the 22 Immutable Laws of Marketing: The Law of Category. This approach can be your ticket to standing out in an already saturated market.
Remember the first time you heard of energy drinks?
Red Bull didn’t compete with Colas; they created a new category entirely. They weren’t just another soft drink; they were the pioneers in the energy drink category.
The core wisdom of the Law of Category is straightforward but transformative: if you can’t be first in an existing category, create a new one where you can be the leader. Don’t sweat it if you didn’t stake your claim in your prospect's mind first—it's far more lucrative to be the first in a new, unexplored category. This might sound like an insurmountable task, but trust me, it’s easier than you think and infinitely more rewarding.
Here's the golden rule when you're launching a new product or service: the first question shouldn't be, "What makes this better?" Rather, ask yourself, "First what?" In simpler terms, identify what category your product can be the first in. The notion that people are more interested in the new than in the better is a powerful insight. Humans are inherently drawn to novel concepts, and being first taps right into their curiosity.
Consider the success stories you already know.
When Gillette launched their first safety razor, they didn't highlight how it was better than straight razors—they claimed the category of safety razors. Similarly, when Tesla entered the auto market, it didn't just try to beat traditional carmakers; it defined the category of electric luxury vehicles.
When you’re the first in a new category, you essentially operate in a competition-free zone (blue ocean). Being first gives you the competitive edge of promoting the category itself a key part of your marketing strategy. Imagine how refreshing it must be to tell your audience about a whole new world they didn’t even know existed, where your product or service is the star player.
Creating a new category isn’t about fabricating something from thin air; it’s about finding a unique angle or niche that hasn’t been tapped into. Tesla didn’t make electric cars better, they made them desirable, breaking ground as the first luxury electric car brand. They focused on promoting the benefits and excitement of electric vehicles as a category, and in doing so, they became synonymous with high-quality, innovative electric cars.
The beauty of creating a new category is the absence of direct competition. Instead of getting bogged down with how your attributes stack up against others, you define the unique benefits and set the terms of engagement. To take it a step further, you’re not playing on someone else’s playground; you’re building your own.
It's all about reframing the conversation. If you find your product in the shadow of a giant like Coca-Cola or Apple, just remember that “better" is subjective but "first" is definitive. Shift the narrative from why you're better to why you’re ground-breaking, and you'll see the tables turn in your favor.
Personal stories can bridge the gap between concept and execution. Take an experience from my business: several years ago, under my Audientum brand, we launched a cutting-edge lead generation tool. We initially struggled because we focused on being 'better.' It wasn’t until we shifted our strategy to differentiate ourselves as the first 'marketers to take the ideal client avatar (ICA) to the next level by gathering data to build a curated audience filled with our clients' ICAs' that we saw dramatic success. The shift wasn’t just in our messaging but in how prospects viewed and received us.
The beauty of being first in a new category is the freedom it affords you. Without immediate competition, your primary focus can be on growth and refinement. This open lane allows for a smoother ride, providing you the time and space to solidify your brand before competitors start catching on.
So, the next time you find yourself treading water in the red ocean of competition, don’t worry about outswimming the sharks. Instead, lean into the Law of Category and create your own competitor-free blue ocean where you can swim freely. Trust me, it’s not just a smart move—it’s an unbeatable strategy.
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