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|Scooped by Martin (Marty) Smith|
Find New Categories In Keyword Research
It is possible if you work hard enough and look between the lines a little to find new categories by conducting extensive keyword research. This kind of research is arduous and takes time, but it can pay huge returns.
Returns are "huge" because you know going in the new category is yours for the taking AND you know the language to use to do the taking. I agree with HBR, finding new categories is essential and inexpensive compared to creating new products in old categories.
Creating new products in old categories is trench warfare. You move an inch they take it back and move you back an inch. Think of the death dance Pepsi and Coke have waged for years. All that money spent for so little.
Instead of trench warfare I like to think in terms of BLUE OCEANS and redefinitions of value the way Cirque du Soliel redefined "circus" by cutting out all the things that cost big bucks and keeping the cool fun stuff. If you've seen the recent Ringling Brothers ads you know Cirque has won (the ads are all about the tumbling with some lions and elephants thrown in).
I like to win by THINKING and, when possible, get that THINKING directly from potential customers via keywords.