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The CEO’s Important Role in Category Creation

Marketers love to talk about category design. And even though that type of positioning is a powerful marketing play, it’s not the type of strategic decision that marketing should pull off alone. In this episode of the B2B Growth Show, I interviewed Chris Orlob, Sr. Director of Product Marketing at Gong.io. Gong has been hard

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Why Category Design Is A Marketing Superpower w/Christopher Lochhead

Every marketer needs a superpower. But Christoper Lochhead may have uncovered the greatest superpower of all. It’s something called category design. Category design is the process of building a new space that your company can own and dominate over the long term. It’s about “following your different” instead of trying to be “better.” As the co-author of

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