Concept
Category Creation
The strategy of defining and naming a new market category and positioning a company as its origin point, rather than competing for share within an existing, well-understood category.
Category Creation
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Related Practices19
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Transcript mentions
… The second thing is that category creation is interesting. Like most companies, if you look at their arc, even the category creators that are successful, they did not start out as category creators.
… d marketing here's the problem there's a better way it's called inbound marketing and then they set themselves up for that but you have to do that in category creation because you have to start with the thing that people understand and…
… And that was a big learning for me in this whole process of category creation, is that it's actually okay when new companies come in that say they're that category because it's just validating the fact that there is a new categ...
Concept
Category Creation
The strategy of defining and naming a new market category and positioning a company as its origin point, rather than competing for share within an existing, well-understood category.
Related Concepts3
Related Frameworks6
Related Practices19
Ask about this concept
Transcript mentions
… The second thing is that category creation is interesting. Like most companies, if you look at their arc, even the category creators that are successful, they did not start out as category creators.
… d marketing here's the problem there's a better way it's called inbound marketing and then they set themselves up for that but you have to do that in category creation because you have to start with the thing that people understand and…
… And that was a big learning for me in this whole process of category creation, is that it's actually okay when new companies come in that say they're that category because it's just validating the fact that there is a new categ...