How Can Market Strategy Inspire Better Marketing?
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How Can Market Strategy Inspire Better Marketing?
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A market is not a category. The market for transport isn't car manufacturers, it's public transport, cycling, ride hailing and how people feel about owning a car at all; the market for home entertainment includes gaming, streaming and anyone deciding what to do with a free evening. This episode works through the difference between marketing strategy, which asks how to win the game, and market strategy, which asks which game is worth playing at all (and thus which rules to play by). Alcohol brands whose real competition is mushrooms and nicotine pouches rather than each other, why reframing the market changes the insights you let yourself look for, and how total addressable market basics make a planner more useful to the people running the business. Plus why industry convergence keeps producing categories nobody had a name for five years ago.