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.
Showing 3 of 16 questions. Clear filters
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 ...
How do I fund and staff a category play without starving pipeline?
Run it as a slice of marketing, not as a replacement for demand generation, because a category with no revenue behind it is a very expensive opinio...
How do the best Indian companies compete against a US incumbent without pretending to be American?
They stop treating India as something to hide and turn it into a specific, provable advantage rather than a vague claim about talent. Zoho made rur...
eChai Partner Brands
