I used to be part of a cult


Yup. Buying into an idea and not quite questioning deeply... until I did: Category Creation.

The main argument is that it...

"involves the creation of new categories of products and services to introduce to the market. [...] Category designers present their products and services under a new category and educates the market on that category."

And while this sounds awesome, it's not really "creating" a category.

To create a category, it needs not to be existing before.

And here's the thing: most categories are already created.

But what about smartphones?

Category: phones.

But what about Uber (car sharing)?

Category: transportation / middle-man between riders and users.

But what about digital writing?

Errrrmm... Writing?

Are you really creating a category?

Maybe.

Most likely, you're positioning.

Rod Aparicio

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