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How to challenge established mental models
The new-age challenger playbook
Start narrow to grow wide
Bring the old back to life
PLUS: 3 modern twists on the strategy
The brave way to test new markets
How they win families (not just kids)
Transcend products. Participate in culture.
Automatic backdoor funnels
Hint: it’s not just guesswork
Betting on a user acquisition spike
Wedge, then scale