Sep 7 2022
Why Startups Should Define Their Own Category From the Start
In a world where every startup is using innovative technology to disrupt the status quo, how can you ensure that your idea stands above the rest? Josh Lowman believes that the answer to cutting through the noise lies in category design and creation.
As founder of Gold Front, a San Francisco based category design studio, Josh has worked with over 40 C-suite executives and their teams to create new categories and market them to their customers.
“To me, the definition of something that's disruptive is, it's categorically different,” says Josh. He argues that if you aren’t creating a new category of solutions that can solve unique customer needs, you may be leaving critical opportunities (and dollars) on the table.
Category design goes beyond product positioning; it’s a North Star that executives can lean on “to animate and lead their entire company.” It’s the core DNA of the business and requires company-wide support — from product to marketing to sales — in order to succeed.
Key discussions covered in this episode include:
How to create a category in three stepsHow to market your category and convert customersCommon mistakes to avoid when creating a category3 key questions you need to ask when creating your categoryWhy category creation does not equal product positioningHow to weave your category story into your brand strategy
Don't have all the time in the world? Check out our TLDR version on our blog.
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About Josh: Josh Lowman is the Founder and CEO of Gold Front. As founder of Gold Front, a San Francisco based category design studio, Josh has worked with over 40 C-suite executives and their teams to create new categories and market them to their customers. Connect with Josh here.
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