It goes into great detail about actionable steps you can take as well as examples of what can be achieved when this methodology is applied.
Flow: 5/5
Actionability: 5/5
Mindset: 4/5
Some of My Highlights:
“Companies that create net-new categories or successfully redesign existing categories are the ones that ultimately change the world AND create exponentially more value for both shareholders and the entire market in the process.”
“Legendary companies, and people with legendary careers, create new things. They don’t fight over old things.”
“Does the company have a clear ‘point of view’ of their category?”
“‘Be the best’ companies want to be seen in the market as having the best product or the best technology.”
“They are thinkers who believe that thinking about thinking is the most important kind of thinking.”
“The company was a far cry from the business models of Bird or Lime scooters that would emerge 15 years later…”
“Although Supers are few in number – usually about 10% of consumers for a particular product or category (not 10% of your customers) – they can drive between 30% and 70% of sales, an even greater share of category profit, and 100% of the insights.”
“Your ability to create and design a legendary business in a new and different category comes down to how effectively you can span multiple categories of the same Superconsumer.”
“Supers are far more likely to buy new variations of the things they already know and love than a person who owns none is likely to buy their first.”
“The origin story of your Supers is incredibly important, if for no other reason than to help you stop seeing this person as a ‘Customer’ and start seeing them as loyal, emotional, highly intelligent enthusiast of the types of products and/or services you hope to create in the world.”
“Supers are evangelists for your movement.”
“More specifically, if you know the 9 categories your Supers are Supers in, what might be the 10th category that has yet to be created.”
“Imagine if you were an Italian sports car fanatic and a new business came along and said. ‘It’s like a Ferrari but only costs $60,000.’ You wouldn’t be intrigued. You’d be insulted. And on some level you would say to yourself, ‘I’m used to spending far more because I value the things I love.'”
“You have to create it. And then you have to frame it, name it, and claim it!”
“What else would you need to believe for this scenario to come to fruition?”
“…we can assume there may be interest in wanting to rent other people’s home office setups for remote events, special interviews, presentations, TV & podcast recordings, and so on.”
“…thinking about thinking is the most important kind of thinking.”
“Thinking about thinking is the most important kind of thinking. And thinking about context might be the most important kind of way to START thinking.”
“And how do you give people context that excites them enough to meet you in the future and join a new movement?”