Perspectives

Differentiate or Die: Category creation?

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 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 expires, and The best product rarely wins.