Play It Back Episode 104: The Time Miller Lite DIDN'T Invent The Lite Beer Category

Everyone's talking about category creation lately.

Okay maybe "everyone" is a bit much. But I work in software...so it's LITERALLY EVERYONE.

You'll see stats that tell you creating a category leads to domination of that category. But a lot of you think that means NAMING the category and throwing a hashtag in front of it instead of solving a customer pain point in a way that creates a new line item in their budget...and it shows.

Also, owning a category DOESN'T always mean being first to tap into it. Just ask Miller Lite. The original light beer...that isn't.

If you want to subscribe, you can find each episode on Apple Podcasts or Spotify the day after this Linkedin post, and you can find every video (including the ones from my B2C counterpart Tim Bowman) at?playitback.co.

Thanks for playing another campaign back with me!