Page 40 - Cubo - Winning In Plant-Based
P. 40
5)
Look outside
the category
(and company)
As well as reflecting on your close-in competitors,
it can be massively helpful to look at what is out
for inspiration there. Look at successful offerings in adjacent
categories, and bring in outside partners to help
release the shackles that invariably build-up over
time as a company becomes too entrenched
in their own space, constrained by their own
internal capabilities
The magic tends to happen when we release
these shackles - when we think more creatively,
and look to design-in both appeal and brand fit
In a growing market, from the start
seek reward over And there’s nothing wrong with copying if
someone else has a good idea or execution!
risk-aversion
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