- Cover
- Foreword
- About the Author
- Part I The Long-Term Greed of Category Creation
- 1 Category Creation: The Noble Marketing Strategy That Can Spark a Movement
- 2 Why Brand Is at the Heart of Category Creation in the Business-to-Human (B2H) Era
- 3 The Six Challenges of Creating a Category (and How to Overcome Them)
- 1. Not Everyone Will Get It Right Away
- 2. Customers Are Initially Interested in Education, Not Your Product
- 3. You’ll Need a LOT of Capital (Although There Are Workarounds)
- 4. Short-Term Planning Is Extremely Hard
- 5. Executives and Investors Need to Buy In or You Will Fail
- 6. Understanding the Competition Is Confusing
- Notes
- 4 Special Considerations for Established Companies in Commoditized Markets
- Part II Seven Principles to Create (and Dominate) a Category
- 5 Live Your Purpose, Values, and Culture Out Loud
- 6 Focus on the People in Your Market—Not Just Your Products
- 7 Create a Lifestyle Brand for Your Category
- 8 Grow a Community by Doubling Down on Live Events and Experiences
- 9 Activate Customers as Brand Ambassadors
- 10 Recognize That Analysts Don’t Create Categories, Customers Do
- 11 Establish Trust at Scale Through Authentic Executive Communication
- Part III Proving the Impact of Category Creation on Customers, Investors, and Employees
- Acknowledgments
- Index
- End User License Agreement
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