The old problem was being wrong about the customer. The new problem is being right in the same way as everyone else.
Every mature category has the same meeting. The team gathers to sharpen the positioning, the competitor slides appear - and the competitors, inconsiderately, also claim better outcomes, lower burden, and a customer at the center of everything. So the team sharpens the message again, and the ground stays exactly as crowded as before. This is the Convergence Trap: the point at which shared customer insight stops creating advantage and starts synchronizing the category.
The Convergence Trap offers the way out. Conditions-to-be-Won is the successor question to Jobs-to-be-Done for markets where every serious competitor already understands the job. Five lenses - context, friction, emotional and identity stakes, ecosystem orchestration, and durability - locate the specific circumstances where customers are still being failed, and a practical instrument (stakes × openness × right-to-win × migration) turns those findings into strategy: which condition to attack, what to build before claiming, what to stop doing, and when to move again before the ground closes.
Inside: - Why the best-run companies converge fastest - and the five symptoms to check this quarter - The full anatomy of the diabetes proof case: how CGM, insulin delivery, and the GLP-1 era each converged on a beautiful promise, and where the open ground moved - Cross-industry cases: Tesla's three condition wins, Abbott's migration habit, Amazon's patented friction, Southwest's fifty-year refusal list, Netflix vs. Blockbuster, Costco, Slack, Dyson, and more - The Conditions Map, the Right-to-Win test, the migration forecast, and the 18-step Convergence Audit a team can run in one quarter - A dedicated chapter on the prescriber as customer - the framework applied to the clinician who chooses and the payer who renews
For strategy, marketing, insights, and commercial leaders in healthcare and beyond: if your category has started to sound like one company with five logos, this book is the map off the crowded ground.
