Create a new category
Redefine
the game
This program is for startups bold enough to define a new paradigm and determined to make the world believe it.
loved by
Common challenges
Nobody understands what you do
You explain your product and people say "so you're like [existing category]?" You don't have a clear way to explain who you are. People get tripped up on your website.Â
You're losing your hair over sales
Every sales call is a category education session. By the time prospects kind of understand what you do, they're exhausted.
You're getting put in the wrong box
Analysts and buyers lump you in with existing solutions. You're fighting positioning battles you shouldn't have to fight.
Your team explains the category differently every time
There's no consistent story. Everyone has their own version of "what we're building."
You're burning cash on awareness with no traction
You're trying to create demand for something people don't know they need yet. It's expensive and not working.
You're not sure if you should create a category or just compete
Category creation is risky. Maybe you should just position as "better than X." But that feels limiting.
What’s included
Category POV and narrative
The worldview that makes your category necessary - the problem with existing solutions, why now, and why you.
Category naming and definition
What to call it, how to explain it simply, and the language that makes people instantly get it.
Thought leadership platform
The frameworks, content, and storytelling that establish you as the category leader before competitors show up.
Brand identity that signals "new"
Visual and verbal identity that doesn't look like existing categories. You're building something different and your brand should prove it.
Educational content and assets
Website, explainers, sales materials that educate buyers on the category without exhausting them.
Launch and evangelism strategy
How to build a movement, not just a product. Community strategy, partnership playbook, & media strategy.
Competitive positioning
How to position against inevitable comparisons to existing categories without getting stuck defending yourself.
Impact delivered
Category ownership
You define the game, competitors play catch-up
Sales efficiency
Buyers understand what you do without 10 education calls
Pricing power
Category creators command premium positioning
Market momentum
Build a movement, not just a company
Ready to put yourself on the map?
