Differentiate or Die: Category creation?

8:16

Creating a category is not for the faint of heart.

Over the past 20 years, Firebrick has been at ground-zero of the formation of multiple B2B tech categories: CRM/MA, SaaS, Big Data, CX, DevOps, Edge and more. Positioning veterans Bob Wright and Bob Macdonald share their insights on category creation, including:

  • The #1 challenge of creating a new category
  • How to decide whether to create a category or extend an existing one
  • The top 3 reasons we’ve seen category creators fail

Also available in this series, 3 Keys to run successful positioning, Not for the faint of heart, Symptoms you have a positioning problem, Positioning vs. Branding: Clearing up the confusion, B2B Positioning, CEO or CMO agenda?, Is your positioning winning or losing?, Stop the geek speak, Setting the foundation for successful positioning, B2B Positioning with and agency or in-house, When positioning expires, and The best product rarely wins.