Muhammad Ali was a  revolutionary figure because he did something different. He created his own category; the original social activist athlete.

He adopted the mindset that asks “am I going to find my place in the world or make my place in the world?”

Budding from his diverse opinions and how they differed from those around him, refusing to be drafted and generally opposing the Vietnam War, it lead to the creation of his own category.

He identified what his niche was – what made him different – then he created a category.

It’s very important to note that you do not leave describing and defining a category to chance. You must actively shape the conversation – be an evangelist.

You can either choose to follow competitors and be positioned – or create a new category and position yourself.