If your goal is to build a truly massive business, few strategies are more powerful than creating an entirely new business category—just look at Airbnb, Uber, or Apple for inspiration.
A Harvard Business Review study found that the 13 'category kings' in the Fortune 100 were responsible for 53% of incremental revenue growth and held 76% of the total market capitalization.
Tricia Gellman, CMO at Drift, shares her insights on how to carve out a new industry category and take the lead in your market, drawing from her experience shaping Drift’s Revenue Acceleration category.
In particular, Tricia reveals:
- Why should you create a new category?
- A framework for category creation
- How to test and validate your new narrative
- How to choose a signature event to launch your new category
- Pre-launch: introducing your category to the market
- Launch: uniting your team around the category launch
- After the launch & final thoughts
