Category design
Definition
Category design is the strategy of defining and naming a new market category rather than competing within an existing one, positioning the company as the definitive answer to a problem it has framed.
Competing inside an established category means being compared on the incumbent's criteria, where the largest player usually wins. Defining a new category means setting the criteria — but it requires educating the market, which is slow and expensive.
It only works when the underlying difference is real. Renaming an existing offering does not create a category; solving a problem the existing category cannot address, and giving that problem a name buyers adopt, does.
Definitions are free.So is the cost review.
A short call, then a written review inside 72 hours: what your marketing costs, what it produces, and what is worth fixing first.