category creation

“I think if you're, from the get-go, if you're talking about creating a category, you're making a mistake. I think a lot of times when we talk about category creation, it's in retrospect that we see that a category was created. It wasn't started that way.”

“I think where category creation makes sense is when they've identified a new type of customer or a new type of buyer.”

“I think it's way easier when you're replacing something. In my opinion when you're trying to create a category or you know, create budget for a thing that doesn't exist, there's just a whole bunch of different things that you have to go through.”