Operating Principle

2–4 min read

Customers Choose the Category Before They Choose You

Customers Choose the Category Before They Choose You

Customers Choose the Category Before They Choose You

The category buyers file you under sets comparisons and price expectations.

The category buyers file you under sets comparisons and price expectations.

The category buyers file you under sets comparisons and price expectations.

Controlling the comparison frame can matter more than winning an individual comparison.

Controlling the comparison frame can matter more than winning an individual comparison.

Controlling the comparison frame can matter more than winning an individual comparison.

Controlling the comparison frame can matter more than winning an individual comparison.

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Operating Question

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

What customer memory, comparison, or demand dynamic should change the marketing approach?

Why It Matters

Controlling the comparison frame can matter more than winning an individual comparison.

Supporting Evidence

Clayton Christensen; Ries and Trout, “Positioning”.

Research Notes

Apply with category context, audience attention, and the limits of available evidence in mind.

Practical Actions

Identify current category; choose fit or reframe; test category assumptions.

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