Marketing Strategy: Category creation

Suppose you’ve started a company that’s creating a category. Most buyers in your target market haven’t heard of your business or the kind of softwa... (2021)

Zero to One has 71,775 ratings and 3,509 reviews. Andrew said: Having worked with Peter - and the PayPal mafia more generally - for almost 10 years... (2018)

No objective is more important for SaaS founders than early category leadership. Over 75% of the market cap in a software category typically goes t... (2019)

There’s more to breakthrough products than being first to market. “... rise in the misconceptions surrounding category creation. The most common... (2019)

A cautionary tale from the cereal business. (2018)

The purpose of category creation, argue the guests in this episode of the podcast, isn’t just about making a dent in the way companies work and cha... (2018)

As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning—note, you can build an impressive airplan... (2018)