Differentiate or Die: Not for the Faint of Heart


We get this question all the time: Do I need to create a new category?

It turns out that this is THE central challenge for many of our technology clients. When they come to us with positioning challenges, the category question always comes up.

In this situation, there are two options for companies to take. Create a new category or morph an existing category. We explore both in this latest podcast and look at the benefits and drawbacks of each approach.

We also share examples from a few B2B technology companies on how they morphed to adapt to new challenges and conversations in the marketplace.

Tune in to the latest episode of Differentiate or Die to decide what option is best for you and learn what we recommend disruptive companies focus on before tackling the big hairy problem of category creation.

Also available in this series, Symptoms you have a positioning problemPositioning vs. Branding: Clearing up the confusionB2B Positioning, CEO or CMO agenda?Is your positioning winning or losing?Stop the geek speakSetting the foundation for successful positioningB2B Positioning with and agency or in-houseWhen positioning expiresThe best product rarely wins, The Art of the Reframe, and Positioning: In-house or Outside Agency?.