Own the story
Category design
When to create a category, when to win inside one, and how to name the problem so buyers pick you.
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What does category actually mean in go-to-market, and why does everyone keep telling me to pick one?
A category is the mental shelf a buyer puts you on before they judge anything else about you. The moment someone hears what you do, they reach for ...
Should we create a new category or just say we are a better version of something that already exists?
For almost everyone at the start, the answer is the existing category. April Dunford's own count is that around 90 percent of recently public tech ...
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