Podcast · 37 min

a16z Podcast: Creating a Category, from Pricing to Positioning

Martin Casado, Michel Feaster, Sonal Chokshi · a16z Free Intermediate

Rare conversation that ties category creation directly to pricing power and to reading real product market fit signals in enterprise deals. Useful when you are deciding whether to spend on a category play at all.

Open on a16z.com ↗

The question it answers

  1. When is category creation the right call for us, and when is it just an excuse?

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. Two marketers who actually built categories (revenue intelligence and customer success) compare notes on the iterations that... [Un]Churned, Gainsight Podcast · 49 min A Masterclass in Category Creation from the Leaders at Gong and Gainsight Josh Schachter with Udi Ledergor and Lauren Olerich
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