Category Creation
Definition
Category Creation: Category creation is the strategy of defining and dominating a new market category rather than competing in existing ones. Category creators frame the problem and solution in their terms, making competition irrelevant. Success requires sustained investment in thought leadership, education, and market development.
Example Usage
“We didn't compete in 'project management'—we created 'work operating systems.' That positioning attracted a different buyer and higher prices.”
Common Misconceptions
Related Terms
Blue Ocean Strategy
Blue ocean strategy creates new market space ('blue oceans') rather than competing in existing crowded markets ('red oceans'). It involves value innov...
Thought Leadership
Thought leadership is a content and positioning strategy where individuals or companies establish themselves as experts in their field. It involves sh...
First-Mover Advantage
First-mover advantage is the competitive benefit gained by being first to enter a market. Advantages include brand recognition, customer lock-in, and...
Explore More Resources
Browse Tools
Discover 100+ vetted tools for every stage of your startup journey
Explore all toolsBuild Your Stack
Take our personalized quiz to get tool recommendations for your startup
Start the checklistRecommended Reading
Curated books to help you learn, grow, and succeed as a founder
View book recommendationsListen & Learn
Top podcasts covering startups, product, growth, and entrepreneurship
Discover podcastsHelp us improve this definition
See something that could be clearer or more accurate? Let us know.