business · Any · free
Write a category design memo for [COMPANY] proposing category [NEW CATEGORY NAME]. Cover: The old category we're breaking out of and why it's stopped serving the buyer The new problem the buyer feels but can't yet name The category name and definition (one sentence) The 3 category attributes that separate us from the old world The evangelism plan: 3 lighthouse customers, 1 analyst, 1 industry event, 1 book/report The 12 month proof points that will make the category "real" What could go wrong: category rejection, incumbent adoption of the name, timing Reject any category name that could be a Gartner report title. Category design fails when it's a marketing exercise. Return as a 800 word memo.
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