Yes, the Apple Watch is inevitably challenging the way we use technology, but I just can’t swallow that as challenger behavior at a brand level.
Here are a few examples of celebrities who have taken it a step further by starting their own business, not just lending out their face and name to a brand or asking for equity.
The opportunity here is to abandon the idea of solving a ‘niche’ need, redefine our focus and to champion a different way to eat.
How fearful are you of losing what you have, versus how excited you are about what you could gain? The chances are your answer relates to the size of the prize, the risk and the reward.