Blog

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 Lola.com, Mike helped built

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This Gap In Airtable’s Marketing Strategy Is Holding It Back

What is Airtable and why isn’t everyone using it yet? Airtable combines the power of spreadsheets, databases, project management software, “no-code” apps, and collaboration tools into a very powerful and flexible tool. There are few Airtable alternatives, and six years after launch, it should be have reached mainstream adoption by now. But it hasn’t. Instead,

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How Dropbox and Jive Nailed Their B2B Messaging

If you could describe the goal of B2B messaging in the simplest way possible, you might say that it’s to get the right message in front of the right audience, at the right time. Easy to say, tough to do. The most clever writing in the world won’t matter if it’s delivered at the wrong

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