Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands
"The Uber of this"
"The Salesforce of that"
"It''s like Instagram, but for-"
There is no such thing as an original idea anymore - right? Actually, it turns out that the world-s most innovative companies have created so much more than just brand new products and technology. They''ve created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing.
Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It''s not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There-s no better strategy that re
