The Category Name Matters Less Than You Think w/Ryan Bonnici

Equating “category creation” with having an “official” category on a site like G2, Gartner, or TrustRadius seems like common sense. But they’re actually different things. “Category creation” (or my preferred term category design) is about building a market where one previously didn’t exist. It’s more about showing the world a new way of thinking. Of making

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How Category Designers Build Movements w/Mike Volpe

How many different business models are there? Well, according to Mike Volpe, there are just two. You can either create a new category… Or you can carve out a niche in an existing one. Mike would know–he’s actually pursued both strategies. While he’s pursuing a “niche” marketing strategy as CEO of, Mike helped built

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How Hubspot Built The Inbound Marketing Category

Since I started co-hosting the #categorycreation series on the B2B Growth Show, I’ve had the chance to speak with some of the top thinkers around category design. And right up there at the top of the list is Kipp Bodnar, CMO of Hubspot. Hubspot is one of those companies that comes up in nearly every

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