Did you know that Dove soap initially gained much of its popularity by calling itself a moisturizer, instead of a soap?

By seperating themselves from the soap niche they were in before, they created new room for themselves to rise to the top of the market, by claiming their spot as the king of their new niche. 

In this episode, I expand on this concept, based on what I learned from Russell Brunson in his book, Expert Secrets.

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