Big Product Lie

To read this 'mini-book,' as well as our entire archive of writing on Category Design, subscribe to Category Pirates here:categorypirates.substack.comSilicon Valley says, 'The best product always wins.' But does it?The goal of every entrepreneur, then, is to build the best product. How? Put the incumbent of the industry you want to 'disrupt' in your sights, funnel tens (or hundreds) of millions of dollars into your scope, and build a 'monster' product. Wipe them off the face of the earth. Show their customers how much better you are than them. And when you're done? Hire a new CEO, bump yourself up to Chairman, and go on a speaking tour spreading the good word: 'The best product always wins.'There's just one problem.The best product does not always win.In this 'mini-book' you will learn:What entrepreneurs, founders, executives, investors, and artists get wrong when they believe 'the best product wins.'The three most repeated 'product' myths in the business world and how they can prevent pioneering a new industry.Why it's often the DIFFERENT product that wins and how the FANS (aka the category) make it successful.The product strategy that helped Dropbox grow from 100,000 users to four million users In 15 months.Why no legendary company has ever created a product that fits into an existing category.Short, sweet, and jam-packed with incredibly valuable insights, this 'mini-book' busts common product myths and shows how to MAKE a place in the world for your product.