<strong>Joshua SMITH</strong>
Joshua SMITH

Executive Trainer & Edtech Co-founder @ Coursely.eu. Head of Higher Education Partnerships & Adjunct Teacher Recruiting in France.

The secret to how these brands managed to own the category word: They were first, plain and simple. You can’t become generic by overtaking the leader. You can only become generic by being the first brand and establishing the category. So what do you do if you weren’t the first in a category? Quite often you can create a new category by simply narrowing your focus.