Book-Marketing Tip of the Day – February 23, 2016

Competitors have known for decades that Gillette controls when the men's shaving market moves on to the next generation of razor and blade. Gillette does so by adding one additional cutting edge, and competitors cannot preempt them. Gillette owns the customers' criteria in that category, so the fact that four blades are better than three becomes credible only when Gillette says so. How can you get the same control over people in your target segments?