How Domino's became the world's largest pizza company.

(and their secret principle you can apply to win)🧵

Domino's is the largest pizza company in the World.

Domino's secret to selling more pizzas than any other chain?

It's not because Domino's

...is a better pizza,

...more toppings,

...higher quality,

...richer taste,

...etc.

You see, Domino's has created a strong association with the word PIZZA DELIVERY

Every time someone thinks of having a pizza delivered, it's likely that Domino's comes up as an option

Domino's has created a salience with pizza delivery.

MARKETING IS NOT A BATTLE OF PRODUCTS,

It's a battle of perceptions & associations

It's not always about creating the "best" product. With a focus on features and benefits. 

The idea that the best product will dominate the market is a myth.

SHIFT YOUR FOCUS TO CONSUMER

Consumers are not linear and logical

as we want them to be.

Shift your focus from competitors and products to the consumer and their use cases.

Think about how to appeal to them.

BETTER & BEST ARE SUBJECTIVE

Building better products with superior quality is not enough

PERCEPTION OFTEN WINS

Focus on articulating the value

using customer-centric language

and forming a favorable perception 

and association with your product.🏍

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