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I’ll admit that the idea of creating a brand new category is intimidating. Not many of us feel like we might be the next Steve Jobs. But creating categories is not only more approachable than we think, but often right in front of us. All it takes is a simple re-framing of how you position your business as a specific human-focused solution.

When broken down, creating a new category can be the answer to some very simple problems. You don’t have to reinvent the wheel, you only have to position yourself in a way that speaks to a group. Once the validation comes then you can explore the world- or category- you’re creating. If you’re not receiving a response, you’re probably not creating a category. But if it’s working, the category will organically unfold. 

To help us better understand the process of creating categories, I’ve brought on marketing expert Anthony Kennada. Anthony is the CMO of Front, and was the founding Chief Marketing Officer at Gainsight. He is passionate about creating new market categories, scaling thought leadership programs, and customer-centric marketing. His book Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love details category creation strategies from HubSpot, Salesforce, Gainsight and other iconic brands. 

To learn how to become a strategic and human-focused category creator download this episode.


At the heart of category creation is a person.” -Anthony Kennada

Highlights –

    • Category creation is the inverse of disruption. 
    • At the heart of category creation is a person. 
    • All business should be thought of as B2H: Business to Human.
    • You don’t have to reinvent the wheel. Category creation is about re-positioning your business into something that speaks clearly to a specific group.
    • Once your category is created you have to let it unfold and let your audience respond. 
    • All businesses are on their way to irrelevance. 
    • Brick and Mortar businesses are finding ways to thrive through the human experience that are then driving online sales.

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Music by Jawn


Affiliate Links: Disclosure of Material Connection: Some of the links in the post above are “affiliate links”. This means that if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products and services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”