2. GRATEFUL DEAD
The Grateful Dead created their own genre of music
Unlike other bands, that were in a specific genre they made up their own
called “JAM BAND”
It was a combination of melded jazz, country, bluegrass, psychedelic, and
rock.
They set themselves apart from other bands with their type of music
Dead Heads would go on the road with them following them across the US
creating their own culture, they became part of the product and
attracted new fans.
Part of the experience was how fans created value for themselves by
becoming part of the performance.
No two performances were alike

3. MARKETING LESSON
The Grateful Dead taught us that your company needs to find it niche in the
market.
You have to create a product that other competitors don’t have and make a
product that fits customer needs.
This is all about finding a new demographic of people or a new segment to
market to that your competitor has not.
By being the first and only company to do what you’re doing , you create
your own customer base and gain more market share.
Ignoring conventional wisdom is the key to creating uncontested market
spaces
“you do not merely want to be considered the best of the best. You want to
be considered the only ones who do what you do” - Jerry Garcia

4. QUESTION
How can you maintain your position as a market leader by using this
strategy?
How do you manage the pros and cons of the first to market approach?

5. SOURCES
Marketing Lessons from The Grateful Dead