Lessons from HubSpot, Salesforce, Gainsight and other iconic brands
We all hear it, “The Uber of this” “The Salesforce of that” “It’s like Instagram, but for…”
There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They’ve created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories.
This book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them.
- Identify the “go” and “no go” signals for category creation in your business
- Activate customers and influencers as brand ambassadors
- Grow a community by investing in live events and experiences
- Prove the impact of category creation investments on growth, customer success, and company culture
Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.