What are the biggest mistakes you made when creating a category
5 Answers
Unusual Ventures Operating Partner • 6y
One of the biggest challenges we had in the early days was competing against Microsoft. They are the grand-daddy of identity in that they created Active Directory, which...
1107 Views
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 4y
Category creation is a journey into the unknown. There are rarely clear right or wrong answers at the beginning so brace yourself for the ride. Here are a few areas to ...
688 Views
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Diageo Head of Tequila Portfolio • 2y
It is relatively easy to get it wrong when creating a new category, the complication is in the word "new". So it is very important to make sure you understand all the imp...
2774 Views
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 3y
One of the biggest category creation mistakes is trying to create your own category — when there's already a category you could join and dominate as the leader. Many of ...
683 Views
AudiencePlus CEO • 8y
Waiting too long to layer in the tried and true tactics that work.I mentioned in another response that traditional tactics such as outbound prospecting or PPC did not con...
1808 Views
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