While all marketing aims to solve a customer problem. When it comes to category creation, you are going to focus a significant portion of your time convincing Analysts and Press that your articulation of the problem is unique and hasn't been done before.
You then use your product-adoption/sales momentum to convey how the customer is voting with their money to convince the analysts that this is indeed a new category and not a substitute product for an existing category.
Category creation is a long game and a hard one at that.
