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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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 ... Breaking into GTM 4 resources → How do I write the one line that says what category we are in? Write it as a comparison, not a description. The formula that works is simple: who it is for, what kind of thing it is, and why it beats the altern... Breaking into GTM 5 resources → Buyers keep comparing us to a big incumbent. How do I even respond in a first call? Do not dodge it and do not claim you beat them everywhere, because the buyer knows you do not and you lose credibility instantly. Name the incumben... Breaking into GTM 3 resources → 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... Doing the work 4 resources → 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... Leading a GTM team 4 resources → 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... How the best do it 5 resources →

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