Quem tem a cabeça no século XX concentra-se no custo unitário e apela à massa.
Quem tem a cabeça no século XXI concentra-se no valor percepcionado pelos clientes. E começa por escolher uma tribo em vez de apelar à massa.
Ao longo dos anos tenho aqui dado exemplos como:
"In a startup world crazy with competition to find a niche, Stance's founders realized theirs was hiding in plain sight.…
Oakley weren't the creators of the eyewear category, … Reef, with sandals. Total dominant player, category leader." Both of those brands took basic, utilitarian items and made them lifestyle necessities through design, function, and focused distribution.
In researching the sock category, … discovered that even big brands like Polo and Hilfiger licensed their sock business to other companies. "As we put this landscape together, we just became convinced, everyone is really sleepy here," says Kearl. "There's big room for innovation. No one's really created the lab environment where you could innovate on a platform like socks.”"