I was recently advising a bold entrepreneur who was determined to expand into new product categories at breakneck speed. Fuelled by the wild success of their initial products, the company was itching to roll out new offerings in uncharted spaces. However, these new products were not differentiated enough. The company attempted to replicate its previous marketing playbook, not realising that the game was different in these new categories. As a result, the company faced multiple setbacks, leavi...
