“Category creators experience much faster growth and receive much higher valuations from investors than companies bringing only incremental innovations to market. Examining Fortune’s list of the 100 fastest-growing U.S. companies from 2009 to 2011, the Cambridge Group found that the 13 companies that were instrumental in creating their categories accounted for 53% of incremental revenue growth and 74% of incremental market capitalization growth over those three years.”
-Eddie Yoon and Linda Deeken, Why It Pays to Be a Category Creator,
HBR March 2013