Category killers: Breaking hearts everywhere

Category killers don’t land fully formed and with market dominance on day one. They emerge over time – admittedly, some of them over a relatively short space of time. During their maturation they are refined, tweaked and put on steroids. Most started with some form of competitive advantage or unique selling proposition that gained them both notoriety and foot traffic. And of course, with the underlying principle of all category killers, they all set out to destroy their competition on pr

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