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Is your product a maple syrup in the shampoo aisle? You know what happens to the lone maple syrup bottle in the shampoo aisle? It gets left behind. Because no one is looking for syrups in that section of the supermarket, and by all means—that maple syrup would make a terrible shampoo. This seems super obvious, right? But have you thought about what aisle your product is in, and if it's the right one? Your market category is almost an assumption—but it shouldn't be. Because your market category determines the way you frame your product. It decides the marketing strategy you need to take on to become a leader. It determines how you position yourself. Imagine if Slack had started with the 'messaging app' category instead of positioning itself as an email killer. Would it still be as popular? My point is: Your market category is important. Your product framing is important. I decided to look into the categories Zoom, Drift, Gainsight and Hootsuite selected and how they emerged as the market leaders. I wanted to look at strategies a business could implement in different types of markets. So I wrote an article about it. Check it out to learn how to position your product right:

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