Owning Game-Changing Subcategories, the Only Way to Grow (B2B Marketing Series)

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The only way to grow (with rare exceptions) is with “must-haves” defining game-changing subcategories with a new or markedly superior customer experiences or brand relationship, an exemplar brand that positions the subcategory, and barriers to competitors. Subcategory-driven growth has exploded in the digital era because of technology advances and the fast, inexpensive market access made possible by e-commerce and digital communication.