Nipul Chokshi

For me, great messaging always starts with two things: Point of View - which articulates your perspective on the problem(s) your target market is looking to solve [why i...

In my experience, category creation requires two things at the start: Point of View - which articulates your perspective on the problem(s) your target market is looking ...

I found that making the shift to “solutions” or “platform” requires becoming more business outcome focused in terms of your messaging. Rather than speak to individual use...

You do need to walk a fine line between highlighting that fact that you’re unique while acknowledging the other choices customers have. There are a few considerations her...

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...

One approach here is to re-define your market in such a way that you’re the leader of that market. That’s kind of what category creation if all about.Another approach her...

Assuming the right answer for you is to indeed switch categories (and I’d really make sure to get this answer right), I’d recommend by laying out your point of view on th...

Several things come to mind here:Messaging is too generic: you’ve not done a good job of really identifying the audience and understanding what they care about in order ...

Depends - if you’re able to differentiate enough to be a #1 or #2 player in the market, stick with the current category. I would, however, start to amp up the thought lea...

I’ve found that category creation is always more time and resource intensive than competing in an existing category. When creating a new category, you’re doing a lot of e...