A market category is not officially real until competitors enter it
Barbra Gago · Category creation and brand building | Barbra Gago (Pando, Miro, Greenhouse, Culture Amp) · Oct 27, 2022 · at 9:08
Former Miro CMO Barbra Gago reflects on B2B category creation frameworks and why competitor validation is required to establish a category.
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“You're not building a category until there is competition. Like it's not officially actually a category until there's more companies that do that. And that was like a big learning for me in this whole process of category creation is that it's actually okay when new companies come in that say they're that category because it's just validating the fact that there is a new category.”
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