To Meme, Or Not to Meme, That Is The (Startup) Question

Smart B2B companies have long known that winning big was predicated on redefining the rules of competition to your advantage over incumbent vendors. A more difficult question is whether you want to own a meme. In other words, do you want to define a new categorical term. Microsoft did that to great effect when they created the office suite category. More recently, Salesforce.com did something similar, becoming the de facto player one thinks of when they think of cloud computing in the process. It's a very high-risk, high-return strategy.

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