Chapter Chapter 2 2 This isThis be sist bdeonest d boney in bspiriy innspirig ng prospeprospects wcithts waith g aalv angaizilvnang izing idea, ideagetting, getting the e thearlyv eanarlyvgelianst gelist custocmuserto heroemer heroes to ssh atore s htheiarer their ideasidea ands eanxperied experiences ncin esthei inr their own owwornds, w orands,d elevanda elevtinga antind g and celebcreleatinbgra theirting stheirucce sssuceces. sses. One Okeyne akreaey awhererea where category category crea torcres aatorres differeare different fromnt fromcategor category y entraentsntr isa ntsthe is e atherly egroarlyu pgro ofu cup softo cumsertos mtherats they that stheyerve s. ervThesee. These custo cmusersto, mers, the underservedthe underserved heroe heroes, tens,d teton bed to mi bessio minsariession,aries not ,mer notc merenariecenas. Theries.y They believebelieve in the in mi thessio mins ofsio then of c othemp canomy panandy the and q theuan qtumuan-steptum-step improveme improvement nt in suicnces susc cestheys theywill enjoywill enjoy as a aress au lt.res Theyult. Theyare baerest bmoestb ilizemobdilize withd witha a massivmae,ssiv galve, agalvnizinagnizi idneag . idAea rallyi. A nrallyig crnyg. In cr ythe. In ethearly edaarlyys ,da Saysle,s Sforalecesfor’s ce’s ’s was “Eliminate dnaepete dndepeencnde eoncn e on bold bstoldateme statement wanst “ waNos S “oftNow Sarofte.w” Taresel.a” ’Tse wassla “Elimi fossil fossilfuels .”fuel Eloqus.” Eloqua’s wasa’s “ wRepeas “Ratepeablaet, abmeale,su mraeabsulera probleces pros forces ges fornerati genneratig ng demadnemad.” Inflnd.”u itivInfleu’sitiv ise ’“sS topis “ SStopelfish Selfish Mar ketiMarngketi.” Jnusg.”t Jremeust remembermb, yoeur,r your rallyinragllyi cryn ghas cry to has be to a cbaue ase c auworthse w fightingorth fighting for. A fterfor. Aafterll, whe all,n whe donen d rightone , right, the categorythe category is all aisb allou at btheou tc uthestomer customer and hi ans dor hi hers or as herpir aastiopirns,atio notns, yo notur your produprodct or eveuct or even your n your compcanomy. pany. The nTheext nstepext stepafter afterfinding find theing r athellying rallying cry i sc tory imas tork maet arkutheet anutheticanllyti. cally. AuthentiAuthentic categoryc category mar kmetianrkgeti foncusg foescus one s theon custheto cusmerto mheroeer heroes and s and makingmaking them them the ctheenter ce nofter your of yourconte contn. teUsnet. theUse spethec ifispec clanificg ualangge uage and storieand stories thats yourthat yourcusto cusmertosm teller syo tellu. Wyoheu. nW yoheun c yoommu coummnicauten itoca teth e to the yousutor cmusertos mers markmaret, yoket,u s yohoulu sdhoul be tda lkiben tgalki abnogu abt yoouutr yocustour cumstoers,m anerds, yo anudr c shoushold beuld be talkin talkig abnoutg ab yooutu. you. One cOnelassic cla wsasicy to w aaccy toeler accaelerte thiates pro thicses pros forces thes for ca thetegory category creator cre ias torto is to use liveuse eve liven evets ton getts to cus getto cusmerto heroemer heroes togethes together. Whetherr. Whether a larg ae l,a annurge, annual al evenevet or nintit orm intiatem diatenn ersdinn, gettiers, ngettig cusngtomer customers togethers together with wproiths peproctsspe is cts is an acantivity activity that oftethatn ofte pronduc proesduc highes highretur nsret uinr nsboth in bshortoth short and loandng loternm g term whenwhe donen done right. right. Thes eThe eventse events shosu shold buel adb boeu at btheou tca thetegor category, its rya, llyiits nrag llying cry, acrndy ,the and s uthecce sssuc ofce ssthe of c theusto cmustoer heroemer heroes, nots, yo notur yocompur canompy andany th ande the specificspe technology theycific technology they use to u dseo their jo to do their jobs. bs. This iThis thes i sapproa the approach atc Inflh atu itiveInflu witiveith wAdithvo Acamdvopcam, thep ,o thenly oconnlyfere conncferee nce on customeron customer experie experience, encneg,a egengmaentgem, aentnd, aadvond acacdvoy. cacRathery. Ra ththeran thpuant put on a onconferen a conference revolvingce revolving around aro oundur ad ouvor adcacvoy cacplatfory plm,atfor wm,e ho wset hoonse t one 3434 3434

Building a Multibillion-Dollar Category - Page 11 Building a Multibillion-Dollar Category Page 10 Page 12