Ongoing thread on category creation
1. You want to fill in this phrase:
[your company], the global leader in x
x, the category name, should be 2-3 words. Make one deeply familiar to the audience. Make the others pique curiosity
You want people to feel both safe and interested
1. You want to fill in this phrase:
[your company], the global leader in x
x, the category name, should be 2-3 words. Make one deeply familiar to the audience. Make the others pique curiosity
You want people to feel both safe and interested
2. Frustrate older competitors because your product has something in common.
The best messaging has one foot in the known and one in the unknown / new.
Make competitors explain their product through lens of your category, specifically the new element you’ve introduced.
The best messaging has one foot in the known and one in the unknown / new.
Make competitors explain their product through lens of your category, specifically the new element you’ve introduced.
3. Tie the category to inexorable trends. Describe how the category is being enabled by external trends (technological, social, or otherwise) to explain why the category will grow and win.
4. To be the true global leader in a new category, you must start small and hyper focused to make it true. Never lie about what’s possible today. But also never mute or dull the scope of your ambition for what it’ll become.
5. Make the driving element of your product, the aspect which makes it new and was hard for you to build, the center of your messaging and roadmap.
You need to compound your strength in the new area to constantly widen gap vs others. 80% if resources go to category leader.
You need to compound your strength in the new area to constantly widen gap vs others. 80% if resources go to category leader.
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