I’ve always loved working in categories that blow up the status quo. Let’s call them emerging categories for lack of a better term. Over the last 30 years, emerging has been tech. Prior to tech, it was chemicals. Next I’m hopeful the emerging category will be renewable energy and global climate.
Being a brand planner and creator of marketing strategies is fun when you are not re-cutting the pie over and over again. Bake new pie is what emerging category development is all about. That’s breakthrough shit.
I have a client in an emerging area within tech and when they meet others in the business and share where they work the response is always “Whoa.” When other makers and buyers say whoa about your company you know you are doing something right. So how do you get to whoa?
The cognoscenti might say, build a better mousetrap quietly and launch it with a splash. Secret your R&D, protect your IP, patent your jam. That’s not how it works today. Whoa comes from creating a company culture more open and democratic. One in which the best ideas are shared and communal learning happens. The best minds coming out of school wanting to learn. They paid hundreds of thousands to learn. And now, in real life when they can learn from a smart cohort for free?? Or be inspired by a cohort for free?? Whoa.
Education and sharing are how you create the whoa factor. Drop knowledge for free. It lifts all boats. And when you do it in an emerging category, ala, plant-based meats, or contra virus meds, you are doing the right thing. It’s a fastest way to Whoa.