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The Road to Creating a Category
- klik99 5y ago>> In product marketing, we’re told we should always focus our language on solutions, not features, generic use cases or platitudes. There was a really good article going around earlier this year that talked about how marketing changes based on the maturity of the overall market - for new concepts with no or few competitors they had the exact same conclusion, that marketing should be informational. It's not until you have competitors that you start using more "traditional" marketing approaches. Most marketing advice comes from people working in established markets, and don't really apply for novel ideas
- pedalpete 5y agoIf you want to learn about Category Creation, pick up Al Ramadan (and his team) book Play Bigger. I don't think this article gives much usable to describe your category, and category creation is much more than a description. The end conclusion isn't just related to Category Creation, and it may not be related to it at all, the article describes good marketing. At my (older) startup Ayvri (https://ayvri.com https://ayvri.com) we were creating anew type of "spatial media" where you could upload your gps tracks of your outdoor adventures and replay and share them in a 3D virtual world. You could feel what it was like being there, something maps and even photos can't really accomplish. We failed at any creating a category, but we just might go down the metaverse route. My new startup SoundMind (https://soundmind.co https://soundmind.co) we're focused on improving your Sleep Performance, that's the neurological function of your brain while you sleep. This is a concept many people are getting quite easily, and are excited about.