Lenny’s Podcast68 min
Category creation and brand building
Barbra Gago · Oct 27, 2022
Key learnings
- Create a new category only when the scope is big enough to matter and you can see signals like emerging budget lines or buyer…
- Abandon category creation quickly if customers keep calling you by the existing category name, as Greenhouse learned with…
- A category is only real once competitors and analysts validate it, so welcome new entrants who adopt your category label as proof…