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Imperial Library
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Index
Cover
Title Page
Copyright
Dedication
Foreword
About the Author
Part I The Long-Term Greed of Category Creation
1 Category Creation: The Noble Marketing Strategy That Can Spark a Movement
What Is Category Creation?
How to Tell Whether You’re Creating a Category
Why Create a Category?
Creating the Customer Success Category
Notes
2 Why Brand Is at the Heart of Category Creation in the Business-to-Human (B2H) Era
The Imperative of Brand in Category Creation
How Did We Get Here?
Enter Business-to-Human (B2H) Marketing
Notes
3 The Six Challenges of Creating a Category (and How to Overcome Them)
1. Not Everyone Will Get It Right Away
2. Customers Are Initially Interested in Education, Not Your Product
3. You’ll Need a LOT of Capital (Although There Are Workarounds)
4. Short-Term Planning Is Extremely Hard
5. Executives and Investors Need to Buy In or You Will Fail
6. Understanding the Competition Is Confusing
Notes
4 Special Considerations for Established Companies in Commoditized Markets
The Commoditization of Industry
Option 1: Launch into a New Product Category
Option 2: Leverage Your Unfair Advantage to Become a Category Leader
Notes
Part II Seven Principles to Create (and Dominate) a Category
5 Live Your Purpose, Values, and Culture Out Loud
How to Develop a Shared Vision Around Company Purpose
The Power of Purpose in Category Creation
How to Activate Purpose and Values
Why Purpose, Values, and Culture Matter to Teammates
Notes
6 Focus on the People in Your Market—Not Just Your Products
The Psychology of Early Adopters in New Categories
A Primer on Content Marketing
Developing a Content Marketing Strategy for New Categories
Notes
7 Create a Lifestyle Brand for Your Category
What Is a Lifestyle Brand?
Digital Media
Education and Career Services
Notes
8 Grow a Community by Doubling Down on Live Events and Experiences
Creating Experiences, Not Events
Types of Corporate Experiences
How to Plan an Industry Conference for Your Category
Note
9 Activate Customers as Brand Ambassadors
How Customers Create Categories
How to Create and Identify Brand Advocates
How to Engage and Mobilize Advocates
Notes
10 Recognize That Analysts Don’t Create Categories, Customers Do
How Customer Voice Is Challenging Industry Analysts
The Challenge of Analyst Relations in Modern Category Creation
Expanding the Definition of “Analysts”
Note
11 Establish Trust at Scale Through Authentic Executive Communication
Marketing’s Role in Executive Communications
The Importance of Establishing Trust in Category Creation
How Marketing Can Scale Trust in New Categories
Note
Part III Proving the Impact of Category Creation on Customers, Investors, and Employees
12 How to Connect Category Creation Programs to Growth for Executives and Investors
Six Growth Outcomes Impacted by Category Creation
Case Study on Growth: The Gainsight Pulse Conference
How to Build a Bridge into Funnel Two
Notes
13 The Intangible Benefits of Category Creation on Customer and Teammate Success
The Alliance of Working and Winning in Category Creation
Conclusion
Note
Acknowledgments
Index
End User License Agreement
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