04: Your business can be first in any category

Hey, it’s Matt.

“Many…companies (and their entrepreneurial owners) became rich and famous by following a simple principle: If you can’t be first in a category, set up a new category to be first in.”

• Al Reis + Jack Trout, The 22 Immutable Laws of Marketing.

When I read this line in Tools of Titans recently it struck a chord. It’s such a simple, yet really p…