Getting Specific with Category Creation

When does it make sense to build a category, and when is it just a costly distraction?

In this episode, Jen Gray, SVP of Marketing at Recharge, shares her perspective on category creation. Having worked with companies like Qualtrics and Adobe, Jen outlines the benefits and risks of category creation—and why product positioning often comes first. She offers advice on how to make the case for a new category, the pros and cons to consider, and strategies for gaining leadership buy-in.

Whether or not you pursue category creation, Jen emphasizes the need to examine your brand’s messaging to strengthen its position in the market.

In this episode, you’ll learn:

• The real costs, risks, and rewards of creating a new market category
• Why product positioning is often the best starting point for growth
• How to refine brand messaging to connect with customers more effectively

Jump into the conversation:

(00:00) Introducing Jen Gray

(01:51) The pros and cons of creating a new category

(08:41) Know your position in the market

(10:20) Category creation gone wrong

(12:31) How to gain leadership buy-in for category creation

(14:35) Shape your brand’s thought leadership

(17:57) Types of product positioning