category creation
3 statements across 3 episodes · 0 bullish · 1 bearish · 3 people on the record · first statement Sep 2, 2021 by Pierre Touzeau · across every show →
Everything said about category creation, oldest first
Sep 2, 2021
Category creation requires linking your brand directly to the customer's enemy
“One of the key when you want to build like a category is that you need to own the problem. Like you need to kind of build the cognitive link between like the enemy, like the prime in our case, like back to back meetings. And the category so that like people, w…”
Sep 30, 2022
Boscovic: Category creation is costlier than competing in established markets
“Category creation is incredibly expensive because unlike, you know, innovating in a, with a new CRM where you can, all of your sort of education, your customers is clearly done and you get to be better, right? You get to differentiate yourself.”
May 29, 2023 negative
Diaz: SaaS category creation head start has shrunk from years to months
“Category creation. Used to be maybe, ah, a multi-year head start. Now it's a few months. Right? The number of categories, we have three competitors, a vendor here, we've got multiple people in the security and kind of SOC to automation here. So that head start…”