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Category of One

What is value?
Category of one moves stretch the definition of value for employees and consumers
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Rashi Goel
There is a third playbook to build consumer businesses
The zone of mastery way is unobvious, unreplicable, unboring, and with the potential for uninterrupted compounding.
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Rashi Goel
Jazz up a category that's become ordinary: Mokobara
Funky colors, cool functionality like phone charging, and bright yellow lining has made them the Veronica of the luggage category, and repositioned…
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Rashi Goel
Keep improving what you are uniquely good at
Category of one is not about scale. It's about building moats around what you are uniquely good at.
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Rashi Goel
Do difficult things right: Traya
The Traya playbook is flawless. I have a few suggestions to 10x growth.
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Rashi Goel
Don't be everything for everyone: Taxi for sure
Taxi for Sure doubled down on serving pregnant women and grew 6X in a day
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Rashi Goel
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The India Playbook: Navigate India with the 'Category of One' mindset
India contains multitudes and demands a fit-to-context playbook. I explore ten insights over ten emails. Part X: Navigate India with the 'Category of…
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Rashi Goel
Cult-fit Part II
Wellness category users are generally light users. If this 'Made In India' business pivots to 'Made For India', not only it might accelerate growth, but…
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Rashi Goel
Cult.fit Part I
Part I of my thesis on Made in India wellness brand Cult.fit. An average of one lakh worked out daily on the app during lockdown. But as per my…
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Rashi Goel
1
How can Phool - a flower recycling startup - become a Unicorn
To get to a $100Mn annual revenue run rate, I suggest four pivots that range from the commonsensical to the radical
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Rashi Goel
Lemonade - a zone of mastery business
Disrupting anything is tough, but disrupting the insurance industry? Sacrilegious. Lemonade has done this brilliantly
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Rashi Goel
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