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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How do I test whether a category name lands before we commit the whole website to it?
Put the words in front of real buyers before you put them in a headline. Run the line past twenty people who match your ICP and ask them what they ...
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...
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