“It’s not that I reject categories. It’s that I don’t really know what categories are.” – Ornette Coleman

Musicians have to struggle with categories.  Should they conform to a particular format, style or even the expectations of their fan base?  If they do, they can win short term success but in the end, they are known for the past.

Entrepreneurs can get into the same trap if they look where everyone else is playing.  Incremental improvements on other’s ideas won’t change the world.

It’s easy to be a critic.  Critics report on the status quo.  Critics react to change. Your job is not to please the critics.  Rather, create something that will delight your customers.  Give them something they’ve never had before.

Let the critics create the categories…AFTER you’ve already been there.


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