In this episode…

In this episode, we’ll uncover the essential steps you should take as a startup’s new CMO to successfully define your category, from setting your goals to launch day. We call it a short list for ass-kicking CMOs. Here's a quote from Josh:

“It’s going to take herculean focus to drive the outcomes you’re looking for. That’s where the Very Short List for Ass-Kicking CMOs comes in. Print it out and put it on your desk where you’ll always see it. It’s not just a list, it’s a constant reminder that the best way to make new friends is to create and dominate your category.”

What Should A Startup’s New CMO Do?

#1: Set your goals.

Note that these goals sit outside the category you’re creating because they are more foundational than category. If your company decided to change categories entirely, these three goals would still exist.

#2: Know the customer.

There’s nothing like becoming your company’s foremost expert on the customer. It will give you credibility and authority inside your company.

#3: Define your category.

If your new startup dreams of transforming their industry then they are, by definition, aspiring category creators. Most startups sort of back into category creation. But in order to work, Product, Sales, HR/People—everyone—must believe the mission to create and lead a new market category is the CEO’s highest priority.

#4: Tell the world.

Now it’s time to redirect marketing and company efforts so they are in line with your category POV and growth goals. We call it a Category Launch. It consists of two areas of work: Inside the company and out in the world.

Of course the details of your specific Ass-Kicking List may vary, but the broad strokes apply to everyone: Set your goals. Know the customer. Define your category. Tell the world.

Want to Learn More?

Sign up for our newsletter at goldfront.com/categoryfirst, and see our category design and brand work at goldfront.com. And if you'd like help creating and owning your category, let's chat. Just head over to our website and click Contact.

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