Marketing Is Owning A Hill (And Then A Mountain): What Leaders Do Right
Most companies fight for attention. The smart ones define the terrain.
Co-CEO Ellie Victor breaks down how leaders spot the shift, name their hill, and build the kind of category story that pulls customers toward them.
“When you can express your difference in a single ‘X vs. Y,’ you’ve distilled your category down to its simplest, sharpest truth—and given customers a new way to see the world.”