Lightning strikes are the secret weapon category kings use to reshape markets and dominate mindshare.
Most tech companies treat launches like one-off events, burning resources on tactical campaigns that fade within weeks. But the companies that create and own categories? They engineer lightning strikes: targeted, unavoidable moments that fundamentally shift how buyers think. The Play Bigger Lightning Strike Mobilization Kit reveals the exact frameworks behind category-defining moments at Salesforce and dozens of billion-dollar companies.
This episode breaks down the three-phase strike engine that transforms category vision into market reality. You'll learn how to orchestrate cross-functional mobilization across 11 company functions, leverage cognitive biases like anchoring and groupthink to accelerate adoption, and sequence strikes to build unstoppable category momentum. We examine real strike plans from seed-stage startups to public companies, revealing the critical difference between mobilization (the wood behind the arrow) and execution (the tip). Discover why your first strike should max out on category messaging, how to set FROTOs (from-to shifts) that move specific buyer segments, and the priority system that keeps ambitious strikes on track when gravity pulls you back to product features.
Whether you're planning your first category launch or your tenth strike, this framework shows you how to make lightning strike twice. Subscribe to the Marketing Execution Podcast for strategic GTM insights that turn technical innovation into market dominance.
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