Win the category itself. The biggest brands don’t fight for space. They redefine it. When you create a new category, you remove comparison entirely. You’re no longer one option. You become the reference point. Everything else gets measured against you. Competition disappears when you change the frame. Don’t aim to be better. Aim to be different enough that “better” no longer matters. Follow RABT for strategy that builds category leaders. #categorycreation #brandstrategy #marketleadership #builddifferent #rabt