What's the difference between creating a category for just a specific product/service vs. for the entire company? (Micro vs Macro category creation)

I'm intrigued why 'creating a category' is the focus to the question. The market (users, competitors, analysts) will assign your products to a category based on the use c...

I don't think there's a significant difference. Ultimately, creating a category is about: Identifying a customer problem Reframing the way they think about it Presenting...

I created the Zero Copy data sharing category — not theoretically, but literally: named it, built the analyst strategy, drove the Gartner evaluation process, and landed a...

I don’t see a difference actually, at least for technology companies. At the end of the day, customers don’t want your product, they want outcomes that your product (and...

A micro category is relevant for specific product/service as it provides a niche use case that the offering supports. A macro category for a company is the high-level c...