7/6/2023 0 Comments Zero to one download pdfA far more effective strategy is if we can create a brand new category for our product. They say when a new startup tries to directly compete against an established market leader, then it almost always fails. The marketing experts Al Ries and Jack Trout also talk about a similar idea, in their book The 22 Immutable Laws of Marketing. His largest recent company is Palantir, which helps large organizations including governments use their data to make decisions.
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