category creation
4 statements across 3 episodes · 2 bullish · 1 bearish · 3 people on the record · first statement Oct 27, 2022 by Barbra Gago · across every show →
Everything said about category creation, oldest first
Oct 27, 2022 neutral
Oct 27, 2022 positive
Elevating the perceived value of an existing category can beat creating one
“Instead of spending the time and money to build a new category, we were going to spend the time and money to elevate the value of this category. So rather than changing the category to something else, which we could value at whatever it was, We were just going…”
May 28, 2023 negative
Raskin: Inventing a category label alone will not differentiate a company
“When people think about category creation, they tend to just focus on like, okay, what is this category name going to be that we got? What are these three words that are, or two words, whatever, that are going to sort of magically make us seem like we're total…”
Apr 11, 2024 positive
Jackson: Repositioning within existing categories is easier than category creation
“I think it's hard to create a category. Like it certainly works in some cases, but if you actually have like a really interesting spin on an existing category, like there's people are, there's already buyers spending money on that thing. They're already lookin…”