Category Creation

The act of defining and establishing an entirely new market category, rather than competing within an existing one, and positioning your business as its leader.

Creating a category lets you set the rules and avoid head-to-head price competition. It is hard and slow but can build a powerful, defensible position.

A founder coins the term sober-curious drinks for her alcohol-free brand, teaching customers about a new way to socialise rather than competing as just another soft drink.