The safest way to become a category leader is to be category leader five years earlier. However, there are exceptions.
In several hundred categories investigated, we find that virtually every category leader in 2012 has already been a major player in 2008.
Examples of market leaders 2012 that were not ranked in the top 3 in 2008 (1% of all cases)
• Okay Kitchen paper
• Lux Soap
• Merve Green Beans
• Lohmanders cooking sauce