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“How to build and market a new product category” by Niklas Jansen, co-founder of Blinkist  


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Blinkist distills the key insights of 2 000+ bestselling nonfiction books into powerful 15-minute reads or listens for your mobile device.

One of the most exciting things you can do as an entrepreneur is create an entirely new product category. Some of the world’s most successful companies owe their success to the fact that they did not focus on incremental innovation but succeeded in creating, building, and converting people to a brand new market space ✈️

Creating a new category is incredibly hard. So the question is: how can you do it and make it stick? ✅

In this talk, Niklas provides actionable tips to help you:

- Build a team culture that focuses on learning
- Spot market opportunities and anticipate market changes
- Validate your ideas
- Convince users to adapt to this category and be catalysts for change

Published in: Internet
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“How to build and market a new product category” by Niklas Jansen, co-founder of Blinkist  

  1. 1. — Niklas Jansen 👊 How to build and 
 market a new 
 product category
  2. 2. These companies are category creators. They create new market spaces through breakthrough innovations.
  3. 3. Account of revenue growth 47 % 53 % Account of market capitalisation growth 26 % 74 % Companies that created a category Companies that did not create a category Fortune’s lists of the 100 fastest-growing U.S. companies from 2009 to 2011
  4. 4. „Category creators experience much faster growth and receive much higher valuations from investors than companies bringing only incremental innovations to market.“
 – Havard Business Review
  5. 5. Beyond economics Category creation may be the most fun you can have in business
  6. 6. It’s like surfing the unsurfable. 🤙
  7. 7. Market opportunity, yeah!
  8. 8. Market opportunity.. Or a fantasy?
  9. 9. The everlasting struggle
  10. 10. 100k
 paying subscriber 2mn
 registered users $17mn venture capital raised 200%
 y-o-y revenue growth
  11. 11. Seven things we learned. How to build and 
 market a new product category
  12. 12. LEARNING #1 Create a culture of learning
  13. 13. Culture > Everything else
  14. 14. #AlwaysLearning
  15. 15. Learn to unlearn
  16. 16. LEARNING #2 Changes are an opportunity
  17. 17. Understand what drives change
  18. 18. Demo- graphics Culture RegulationTechnology
  19. 19. LEARNING #3 Identify the annoyances society has accepted
  20. 20. Start with the answers
  21. 21. Create empathy for your potential users
  22. 22. How do people solve their problem today?
  23. 23. Immerse yourself
  24. 24. Collect data points
  25. 25. LEARNING #4 ¯_(ツ)_/¯
  26. 26. Validate your ideas
  27. 27. „Guerilla Customer Development“
  28. 28. LEARNING #5 It’s 50/50 product, branding
  29. 29. Make it easy to understand (and still cool)
  30. 30. Establish a frame of reference MAYA – “Most Advanced Yet Acceptable”
  31. 31. Creative marketing
  32. 32. LEARNING #6 There’s always competition
  33. 33. There’s always a substitute
  34. 34. Competition helps legitimize a market
  35. 35. LEARNING #7 Be foolish 💪
  36. 36. „You can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future.“ – Steve Jobs
  37. 37. Surf with us. We’re hiring. $ @jansenniklas