EPISODE · Jul 16, 2021 · 49 MIN
a16z Infra #5: Category Creation with Armon Dadger (HashiCorp) and Stephen Mullaney (Aviatrix)
from a16z Live · host Martin Casado, Dave McJannet, Armon Dadger, Stephen Mullaney
What makes a category? [0:37]The leading indicator? Everyone thinks you're crazy. [5:36]Can you create a category whole cloth? [7:02]How to create a category [12:05]The best category creation CEOs are product marketers [15:55]Category creation tactics: certification programs [18:54]Category creation tactics: persona-based storytelling [22:17]Is there a repeatable way to make a category? [25:35]The role of the CTO and product teams in creating the message [29:22]How do you structure product marketing? [45:16]This is an excerpt from the a16z Clubhouse show a16z Infra. To catch full episodes of the show, follow the a16z Club on Clubhouse.
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What this episode covers
Creating a new category is often seen as the holy grail for startups. But can you actually create a category? And if so, how do you do it? When to launch, branding, pricing and packaging, and more with category makers.
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a16z Infra #5: Category Creation with Armon Dadger (HashiCorp) and Stephen Mullaney (Aviatrix)
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