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Abhishek Anbazhagan
Product Marketing Manager, Cortex, Palo Alto Networks | Formerly Xpanse, Cisco Meraki, RippleSeptember 5

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.