When creating a category how important is it to have a new title to sell into? Can you create a category with an existing role as main user?

I don’t think it’s super critical for there to be a “new role” when creating a new category. When I was at Yammer, for example, we defined the “Enterprise Social Networki...

You can create a category either way, but either way it isn't easy! Gainsight is a great example of a company that created a category by building a platform for, and cha...

Not critical. In fact, you may be better off launching a new category into an existing (and much larger TAM) than also taking the task of creating / expanding a smaller ...