Winning is when the category is defined by “must haves” that the competitor lacks. As a result, competitors will not have the visibility and credibility to even be considered and will thus be irrelevant or weak at best. The goal is no longer to increase market share but rather to create a context in which the brand is dominant and there is no need for brand preference competition. Category innovation will only be worthwhile if barriers can be created to keep competitors at bay or discourage them from entering at all. These barriers can include brand, scale, loyal customer base, technology, ongoing innovation or superior operations and execution. But they need to be resourced and managed over time.