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. 

Sneak peek:

“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 steps
• How to market your category and convert customers
• Common mistakes to avoid when creating a category
• 3 key questions you need to ask when creating your category
• Why category creation does not equal product positioning
• How 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.

About This Podcast: The Supercharge Marketing podcast is for B2B Marketers who believe in the power of brand and storytelling. Featuring no-B.S. conversations from marketing experts who dare to do things differently, this podcast will leave you feeling inspired and ready to amplify your marketing strategy to thrive and stand out in the rapidly evolving world of marketing.

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