Category Creation Is Not a Marketing Strategy
Category creation is a commercial decision. Treating it as a marketing exercise is the most expensive way to fail in front of investors.
What category creation actually requires
- A real customer outcome that does not have a name yet
- Pricing and packaging that anchor the new value
- Sales motion designed for buyer education, not feature comparison
- A capital plan that survives a slow start
Where it goes wrong
Most category attempts are positioning campaigns. They die when the sales team fails to convert the conversations the marketing has produced.
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