Category Redefinition

“I think that a lot of people like the idea of category creation because they think it gives them a chance to kind of be the monopolist or the category king. But I think one, to your point, it's very hard. And two, most people confuse category creation with try…”

“It is really hard to just go out and create a brand new category and Lattice did a tiny bit later, which we get into, but we really redefine categories. And that's, I think a much easier way to get your traction in the market because we could go to companies a…”