Creating a New Category Can Be Tricky

Creating a new category can be tricky. Consider the ‘pig wing’. It’s technically a pork shank (leg), but it eats like a cross between a single rib and a chicken wing. Pig wings are actually the simplest way to describe this delicious food, but it is obviously confusing as “pigs don’t fly”. Then again, perhaps this is how the “buffalo wing” started? Decades ago chicken wings were not nearly as popular. Then things like the buffalo wing came to the forefront and creating a 30 year tailwind of demand for chicken wings. Give it about two decades and I think we’ll be eating a lot more pig wings than we ever thought.

Check out my previous ​Harvard Business Review​ piece on this.


Leave a Reply