when businesses look solely at the very top players in their industries, they often see that tax being paid and assume it’s the path to success. We disagree, especially if you are in any way a challenger brand that seeks to steal market share from a category leader—trying to do so without a talk trigger is like trying to pole-vault with a bowling ball tied to your ankle. It’s doable in the strictest sense, but you’re adding a degree of difficulty that is daunting and unnecessary.
