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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Our competitor's category is bigger and better funded. How do I carve out a segment we can actually win?
Find the buyer who feels one specific pain more sharply than anyone else and build the whole story around them, even if that shrinks your addressab...
When is category creation the right call for us, and when is it just an excuse?
It is right when your buyer feels a real pain that no existing category addresses, and when the existing frame is actively making senior people ign...
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...
When should we start talking to Gartner and Forrester, and what do we actually say?
Start earlier than you think, but start for the intelligence rather than for the quadrant. In the first stage you simply answer inbound analyst inq...
How do I tell if the category is working, or if we are just talking to ourselves?
The signal is other people using your words when you are not in the room. Watch for prospects opening calls with your category term, analysts and c...
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