Howie Liu: Category definition requires clearly contrasting against existing alternatives
Howie Liu · Lessons in Scaling a Low Code Platform with Airtable | SaaStr Software Community · Jan 6, 2021 · at 17:23
Airtable co-founder and CEO Howie Liu discusses category creation and how Airtable learned to position itself against incumbent workflows and competitor products.
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“Real category definition means that you've been very explicit about what are your alternatives? You know, the reality is like not everybody in the world has heard of Airtable or even the ones who have heard of Airtable aren't using it. And so if they're not using Airtable, they're clearly getting by, they're surviving in life and work life without Airtable. So what are they using? What are we actually coming in and competing with and replacing and how are people thinking about the value of air table with respect to those alternatives?”
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