Imagine you have a Universal set which contains everything

If you want to get to a specific element then you have to apply conditions.

The more conditions you apply, the more rigid the selection becomes.

For example you have a set that goes from 0 to 10

And if you wanted to get 3 as the only specific element you can say hey:

• I only want odd numbers
• I only want numbers smaller than 5
• I only want numbers greater than 1

But the opposite of this is that if you have a narrow down on an element inside a set, removing some conditions widens your set.

If you remove either of those three conditions you will have way more numbers than just three in your end results.

And this is exactly how Graza made their millions.

Inside the market for all the oil quality oil was reserved for the snobs, the culturally savvy, the solemn cooks.

But Graza’s positioning removed the barriers such that quality oil was positioned to appeal to everyone.

They expanded their TAM by using a new positioning which appeals to a wider sized set

They engineered the culture to be such that the normies feel it natural to use quality oil too

Another example we see of this is with diver watches that originally they were made for divers but we see corpo larpers use them too.

Play book here can be that just look at a product & what are all the conditions added to arrive at its current positioning

And you can remove some of those conditions to expand TAM for yourself or can you apply completely different conditions to arrive at a completely different TAM for yourself

But the task at hand is quite huge as well You are removing barriers inside people’s head to make them buy your thing That hey, this product is not just for those XYZ people, it is for me too

And we can see this happening with vibe coding also. It went from something only those highly smart and computer science educated people can do. But now anyone can do it is the positioning AI companies are going for.

Well I would prefer happy accidents but if we were to manufacture this from scratch we have to have some time in the market so that we could get some insights turn those into ideas and try them out.

Our job here is to essentially create spectacles that erase sets or create new ones preferably erase and to do that understanding the industry culturally is very important.

You have three options: Either play in the zone where everyone else is playing or remove one of the filter by which everyone else is playing or just go to a spot where no one is around.

You have to conduct culture ops that’s what it is to carry out communications to establish your positioning. Manufacture spectacles that get things done

We gotta keep changing culture one spectacle at a time to establish our positioning

And thus the prerequisites are having enough awareness about the market the positioning you want and what kind of spectacle could change the culture

Observe→choose cultural change→manufacture spectacle→slightly altered belief→new behaviour →repeat