Creating a category of one, eliminates competitors

Rather than broadening the market, we decided to limit the focus to a very specialized audience and turn a commodity product into a performance enhancer.

By creating and owning specific categories Titanium for Racing, Titanium for Medical, Titanium for Aerospace, etc., ┬áTMS became the specialty provider for each of their core targets. Demand was created for TMS’s products, making them a must-have for engineers.