How to Feel Less Crowded

Category feeling crowded? Sometimes, the smartest move isn’t to fight harder for a bit of attention: instead, make a new category. When the story you’re telling starts to sound like everyone else’s, that’s your cue to change the conversation. Redefining your brand category isn’t about running away from the competition; it’s about creating a space where you’re the obvious choice because you’re the only choice. Big fish, small pond? Sure. But better yet: build your own pond. Then invite others to try and catch up.