Are you original?

Or are you like PepsiCo?

Do you invent new and truly different things?

Or copy existing things, like PepsiCo?

PepsiCo is “category stupid.”

In an effort to find growth, Pepisco, rather that creating their own new category, they are attacking fizzy water category queen LaCroix.

It’s seems they have not learned much in their decades long losing battle to Coke.

Attacking existing categories with established category queens / kings is the best way to light money on fire. Just ask Google how it’s going against Facebook with Google Plus.

The most legendary companies create.

They give us new ways of living, thinking, or doing business, many times solving a problem we didn’t know we had — or a problem we didn’t pay attention to because we never thought there was another way.

They design new market categories.

And they earn the vast majority of the economics in the category. In the tech indusrty, category queens get 76% of the total value created. And more and more non-tech categories experience the “winner-take-all” realities of tech categories.

Legends design and dominate markets.

They are not me-too, copy cat losers.