Congratulations, You've Created a Category. Now What?

After successfully creating a new market category, companies face critical strategic decisions about how to defend and extend their position against inevitable competition. The author outlines three primary leadership strategies—grow aggressively, market category leadership, and evolve the category vision—while providing tactical options including customer intimacy, lateral expansion into adjacent categories, and vertical expansion into applications, with segmentation as a fallback for resource-constrained companies.