CMO · Playbook · Advanced · Saves 50+ hours
Category Creation Playbook
A complete guide to category creation strategy - when to do it, how to execute it, and what to avoid. Based on successful category creation efforts from companies like Drift, Gong, and Gainsight.
What's included
- Part 1: Should You Create a Category?
- Decision framework with specific criteria
- Risk assessment matrix
- Resource requirement calculator
- Part 2: Category Design
- Category naming methodology
- Category narrative framework
- POV development template
- Enemy identification exercise
- Part 3: Category Evangelism
- Content strategy for category creation
- Analyst and influencer engagement plan
- Speaking and event strategy
- Community building approach
- Part 4: Category Capture
- Moving from education to capture
- Competitive response strategies
- Category defense tactics
- Case Studies - Deep dives on
- "Conversational Marketing" (Drift)
- "Revenue Intelligence" (Gong)
- "Customer Success" (Gainsight)
Best used when
- You're in a crowded market with undifferentiated competitors
- You have a genuinely new approach that doesn't fit existing categories
- You have the resources for a multi-year category effort
- You need to reframe the competitive conversation
Why this is Gold
Category creation is high-risk, high-reward. This playbook gives you the framework to make an informed decision and the execution plan to actually pull it off - with real case studies showing what worked and what didn't.
The template
PART 1: SHOULD YOU CREATE A CATEGORY?
Decision Framework
Answer these questions honestly:
| Question | Yes | No | Score |
|---|---|---|---|
| Is the existing category failing customers? | +3 | 0 | |
| Do competitors all sound the same? | +2 | 0 | |
| Is there a fundamental shift in the market? | +3 | 0 | |
| Do you have a genuinely different approach? | +3 | -2 | |
| Can you fund 2-3 years of category building? | +2 | -3 | |
| Does your CEO believe in this mission? | +2 | -2 | |
| Do you have thought leadership credibility? | +2 | -1 | |
| Can you own the analyst/media narrative? | +1 | -1 | |
| TOTAL | /18 |
Score Interpretation:
- 12-18: Strong candidate for category creation
- 6-11: Possible, but assess resources carefully
- Below 6: Compete within existing category
Risk Assessment
| Risk | Probability | Impact | Mitigation |
|---|---|---|---|
| Market doesn't adopt new category | |||
| Competitor co-opts category | |||
| Takes longer than expected | |||
| Requires more investment | |||
| Internal alignment fails |
PART 2: CATEGORY DESIGN
Category Naming Methodology
Brainstorm Category Names:
| Option | Pros | Cons | Score |
|---|---|---|---|
Name Evaluation Criteria:
- Describes the problem or outcome
- Doesn't sound made up
- Is searchable/SEO-friendly
- Competitors can't easily co-opt
- Scales beyond your current product
Selected Category Name: _______________________________________________
Category Narrative Framework
The Old World:
What was the status quo? What problem existed?
The Shift:
What changed in the market/technology/behavior?
The Old Solution's Failure:
Why don't existing categories solve this?
The New Category:
What is this new approach called?
The Promise:
What outcome does this new category deliver?
The Leader:
Why are you the company to lead this category?
Point of View (POV) Statement
Template:
"We believe [fundamental belief]. That's why [old approach] no longer works. [New category] is the [description] that [outcome]. The companies that embrace [new category] will [future state]."
Your POV:
The Enemy
Every category needs an enemy - the old way of doing things
Our enemy is: _______________________________________________
Why it's the enemy:
We are NOT against: _______________________________________________ (Clarify what you're replacing vs. what you complement)
PART 3: CATEGORY EVANGELISM
Content Strategy for Category Creation
| Content Type | Purpose | Frequency | Owner |
|---|---|---|---|
| Definitive guide to [category] | Educate, rank for category term | Once, update quarterly | |
| [Category] vs. [old category] | Convert existing buyers | Once | |
| State of [category] report | Establish authority | Annual | |
| [Category] examples/use cases | Inspire adoption | Monthly | |
| [Category] ROI calculator | Enable business case | Once | |
| Podcast about [category] | Build community | Weekly/Bi-weekly |
Analyst & Influencer Engagement
Target Analysts:
| Analyst/Firm | Priority | Current Relationship | Action |
|---|---|---|---|
| Gartner | |||
| Forrester | |||
| G2 | |||
| Industry analysts |
Target Influencers:
| Influencer | Reach | Relevance | Engagement Plan |
|---|---|---|---|
Speaking & Event Strategy
| Event Type | Purpose | Target Events |
|---|---|---|
| Industry conferences | Reach existing audience | |
| Podcasts | Thought leadership | |
| Webinars | Deep-dive education | |
| Own event/summit | Category ownership |
PART 4: CATEGORY CAPTURE
Moving from Education to Capture
| Stage | Customer Mindset | Our Message | Metric |
|---|---|---|---|
| Unaware | "What is [category]?" | Education content | Branded search volume |
| Aware | "Is [category] right for me?" | Comparison content | Category keyword traffic |
| Considering | "Which [category] vendor?" | Product content | Demo requests |
| Deciding | "Why [your company]?" | Proof content | Pipeline |
Competitive Response Strategies
When competitors enter your category:
| Scenario | Response |
|---|---|
| Competitor uses your category name | Welcome them, reinforce leadership |
| Competitor creates competing category | Attack with data, customer proof |
| Analyst creates different name | Engage analyst, show adoption |
| Large player enters category | Emphasize focus, specialization |
Category Defense Checklist
- Own the Wikipedia/search definition
- Dominate category keywords
- Have analyst relationships
- Customer council/community
- Regular state-of-category content
- Category conference/event
Frequently asked questions
What is the Category Creation Playbook?
A complete guide to category creation strategy - when to do it, how to execute it, and what to avoid. Based on successful category creation efforts from companies like Drift, Gong, and Gainsight.
Who is the Category Creation Playbook for?
It is built for CMOs and their teams working on Brand & Positioning. The AI coach adapts it to your company, stage, and goals.
What's included in the Category Creation Playbook?
4 working sections: PART 1: SHOULD YOU CREATE A CATEGORY?; PART 2: CATEGORY DESIGN; PART 3: CATEGORY EVANGELISM; PART 4: CATEGORY CAPTURE.
How long does the Category Creation Playbook take to use?
It saves roughly 50+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Category Creation Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Category Creation Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.