TLDR Tech / Marketing
What everyone gets wrong about category creation
Category creation only works when it reflects a real job to be done instead of a new marketing label. Companies create confusion when they invent platform names that don't match a clear customer responsibility or workflow. It's better to create a new job to be done before naming a category, sell products as a suite when buyers purchase them separately, or lead with the product the market already understands and expand from there.
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