Video · 26 min

5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight

Nick Mehta and Anthony Kennada · SaaStr Free Beginner

5 Things You Need to Do to Create a Category (and What Makes Them Super Hard) with Gainsight

The CEO and CMO who built the customer success category are honest here about how many years and how much money it took, which is the strongest argument for starting inside a market your buyer already budgets for. Watch this before you decide you are a new category.

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The question it answers

  1. Should we create a new category or just say we are a better version of something that already exists?

Read with it

  1. The clearest short explanation of why market category is one of five interdependent positioning pieces, with a real... aprildunford.com Article · 12 min read A Quickstart Guide to Positioning April Dunford
  2. The book that gave the discipline its vocabulary (category king, lightning strike, point of view). Read it as the ambitious end... HarperBusiness Book · 272 pages Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
  3. Deals with the four places positioning work actually stalls, including teams that cannot agree on their competitive... Lenny's Newsletter Newsletter · 18 min read A guide to advanced B2B positioning April Dunford
  4. The founder's own account of entering an existing category (help desk) against Zendesk rather than inventing a new one, and... Freshworks Article · 9 min read The Freshdesk Story: Where and How it All Started Girish Mathrubootham
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