UNITY - Build the Category

Unity, gotta let them know.

U.N.I.T.Y., U.N.I.T.Y. that's a unity (You gotta let *them know). Business is competitive, but sometimes your competition is not your competition. Even when you sell coffee or beer, you’re not always competing with every brewery or coffee shop. Enter the Craft Brewers Association.

Sometimes the life-stage of the category (new to the world technology or industry) or size of the other competitors (billion pound gorilla in the room) compels you to unite with your competitors and make them your friend.

You can form a trade-group to advocate for policy that benefits your category, combine to launch a joint attack on a competing category or brand, or collaborate to innovate in ways that grow both businesses.

Despite inherent differences, look for times to work together.