Frequently Asked Questions
Learn more about category creation and how it can transform your business strategy.
What is a Lightning Strike?
A Lightning Strike is a concentrated burst of marketing and PR designed to grab the…
How do I defend my category once others join?
By continuing to innovate and by maintaining the “thought leadership” position. You must remain the…
What is the biggest risk in category creation?
The biggest risk is “Category Arson”—failing to build a sustainable market or being overtaken by…
What role do analysts and influencers play?
Analysts and influencers validate and amplify your category. When a Gartner or Forrester analyst creates…
Can small startups create categories?
Absolutely. Many of the most successful category creators started as small startups. Category creation is…
Is category creation expensive?
It can be capital-intensive because you must educate the market. You aren’t just selling a…
What is a “Point of View” (POV) in this context?
A POV is the foundational narrative that explains why the world needs your new category….
How do I name a new category?
A good category name should be descriptive yet evocative. It should define the problem and…
How long does it take to establish a category?
It typically takes 2 to 5 years of consistent effort. You must educate the market,…
What is category creation?
Category creation is the business strategy of defining a new market category that doesn’t yet…
Do I need a completely new product?
Not necessarily. Category creation is as much about marketing and positioning as it is about…
What are the first steps to creating a category?
Start by identifying the “missing problem” the market hasn’t named, then develop a clear Point…
How does it differ from brand building?
Brand building focuses on making your company preferable to competitors within an existing category. Category…
How do I know if my category idea is viable?
Look for a problem that people feel but can’t yet articulate. If potential customers get…
Why should a company create a new category?
Companies that successfully create categories often capture the majority of the market value (the “Category…