How do you gain buy-in internally to pursue a category creation strategy?
4 Answers
Unusual Ventures Operating Partner • 6y
I don’t think there are a lot of completely new categories created these days. In enterprise software, most new companies are improving on existing ways of solving the s...
1022 Views
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 4y
Not everyone should pursue a category creation strategy. It might be appealing but it's a huge heavy-lift and will require significant investment and buy-in from everyone...
626 Views
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AlertMedia Vice President Product Marketing | Formerly TrustRadius, Levelset, Walmart • 4y
Trying to get buy-in over a theoretical outcome is always an uphill battle. I would focus on making meaningful progress by yourself on category design. Ask for forgivenes...
453 Views
AudiencePlus CEO • 8y
It has to start at the top. Creating a category is very expensive, so you’ll need the board and CEO to be bought in. Frankly, it impacts everything from fundraising str...
1644 Views
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