We Own Alcohol Industry Digital Activation

We Own Alcohol Industry Digital Activation

Spirits Marketing
We own alcohol industry digital activation. There, I said it. In Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, the breakout book on category design by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney, it's argued that companies shouldn't just want to compete if they intend to survive. They should instead seek to create an entirely new category. This category can be thoughtfully designed and intentionally dominated. Successful companies end up owning the category they created. By the time others have found out what happened, it's too late for anyone to catch up. One of the key takeaways in my read of the book is that I hadn't adequately owned the category my company created. That crap is over. We own alcohol industry digital activation. It's…
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