The “Better” Trap: Why Comparison Marketing Leads To Fighting For Only 24% Of The Market

When companies compete on features, price, and “brand,” they drive down margins collectively, which limits growth—and the value of the category plummets.

Dear Friend, Subscriber, and fellow Category Pirate,

Let’s do a little exercise.

We want you to think about anything you want except pink unicorns. No pink unicorns, that’s the only rule. You can think about anything, anything in the whole wide world, just not pink unicorns. You can think about lions. Zebras. Giraffes. The entire Amazon forest, if you’d l…