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How Peloton Created a New Category of Fitness

August 20, 2018 Social Feed
When we did data-analysis research for the book Play Bigger, we concluded that establishing a new category in the public's minds takes six to 10 years. That can seem like a long slog to a two-year-old startup, but we see that timing play out over and over again.
 

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How Metromile is Defining a New Category of Car Insurance

August 3, 2018 Social Feed

Companies can define fresh, promising new categories in the unlikeliest industries – like, for instance, car insurance. Metromile, based in San Francisco, is defining the category of “car insurance based on how much you drive,” as the company says on its web site. It’s simple and addresses the...

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