Example

Back in 2006, HubSpot started with a massive vision
‍

And that vision was to revolutionize the way people do marketing online.
‍

Instead of the traditional 'outbound marketing'
‍

Which involves tactics like cold emails and cold calls.
‍

They wanted to design a marketing category around treating people like 'humans'.
‍

The goal was to use quality content, various tools, and resources to pull people towards your business.
‍

So they can make their own informed purchase decisions.
‍

They called it 'Inbound marketing.'
‍

It's like 'opt-in marketing' but they made it sound like something fresh and new.
‍

Inbound marketing techniques were not new at all.
‍

In fact, you can find early examples of this dating back to the 1800s in the Growth Archive.
‍

John Deere, an agriculture machinery company, started publishing 'The Furrow' magazine back in 1895.

‍

This publication provided farmers with information on new technology and techniques for efficient farming.
‍

Rather than directly selling John Deere products.
‍

This approach ultimately helped them become a super power in the agriculture industry.
‍

Reaching over 4 million consumers at its peak!
‍

And they are still publishing the magazine today.
‍

So HubSpot didn't just redesign this term
‍

They owned it in the modern age and became a billion-dollar company

How?
‍

1. They wrote a book about inbound marketing
‍

‍

2. They hosted events called 'Inbound Conference'

‍

‍

3. They created tools around Inbound Marketing.
‍

4. They created a blog around Inbound marketing.
‍

The list can go on and on with the amount of resources..
‍

Instead of just joining the existing trend, they started their own.
‍

Folks are always looking for the next big thing—people who aren't happy with the usual ways of doing traditional marketing.
‍

By pushing inbound marketing, they attracted these early adopters who were excited to be part of something that they felt was innovative.
‍

HubSpot showed that it's not always about having the best product right away.
‍

It's more about getting people excited about your idea instead.
‍

If people believe in what you stand for, they'll stick with you, thinking your product will get better over time.
‍

Just take something that already exists, give it a unique name, and make it sound exciting and new to your target audience.
‍

Own it.