Description
Book SynopsisTable of ContentsForeword xi
About the Author xv
Part I The Long-Term Greed of Category Creation 1
Lessons from Amazon, Ariba, HubSpot, Qualtrics, SaaStr, Salesforce, and others
Chapter 1 Category Creation: The Noble Marketing Strategy That Can Spark a Movement 3
Chapter 2 Why Brand is at the Heart of Category Creation in the Business-to-Human (B2H) Era 19
Chapter 3 The Six Challenges of Creating a Category (and How to Overcome Them) 31
Chapter 4 Special Considerations for Established Companies in Commoditized Markets 47
Part II Seven Principles to Create (and Dominate) a Category 57
Lessons from DocuSign, Drift, G2, Influitive, Marketo, ServiceNow, and others
Chapter 5 Live Your Purpose, Values, and Culture Out Loud 59
Chapter 6 Focus on the People in Your Market—Not Just Your Products 73
Chapter 7 Create a Lifestyle Brand for Your Category 93
Chapter 8 Grow a Community by Doubling Down on Live Events and Experiences 109
Chapter 9 Activate Customers as Brand Ambassadors 131
Chapter 10 Recognize That Analysts Don’t Create Categories, Customers Do 151
Chapter 11 Establish Trust at Scale Through Authentic Executive Communication 169
Part III Proving the Impact of Category Creation on Customers, Investors, and Employees 179
Chapter 12 How to Connect Category Creation Programs to Growth for Executives and Investors 181
Chapter 13 The Intangible Benefits of Category Creation on Customer and Teammate Success 201
Acknowledgments 213
Index 217
