Category Creation Is the Ultimate Growth Strategy
Harvard Business Review
SEPTEMBER 26, 2011
Having grown up in Hawaii, I have the utmost respect for Laird as a waterman. But one of the keys to success was its strength in the B2B office coffee market, which allowed the company to refine its offer and build awareness before winning in the B2C market. A third person mans a second jet ski, standing by to rescue either person.
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