Category Creation
Categories emerge from markets, not blueprints. Why category design can distract startups from building a company—and why the best way to create a category is to go sell some software.
Marketing
"If a bird walks like a duck, swims like a duck, and quacks like a duck, I call that bird a duck." -- James Whitcomb Riley Many marketers are in such a hurry to talk about topical issues that they forget the duck test: if it walks like a
Marketing
If you live in the country and see someone out walking a smaller dog, once in a while it will be dressed like this: That's called a coyote vest and it's pet body armor designed to prevent Bruiser from being taken by a coyote and/or
Management
"I'm an CMO and it's 2018. Of course I've read Play Bigger. Duh. Do you think I live under a rock?" -- Anonymous repeat CMO Play Bigger hit the Sand Hill Road scene in a big way after its publication in 2016. Like
Marketing
Please join us for our next episode of the SaaS Product Power Breakfast at 8am Pacific on 5/20/21 as we have a discussion with former Alation CMO Stephanie McReynolds on the topic of category creation and her learnings as she helped drive the creation of the data catalog
Marketing
(Revised 8/13/26) I was talking to an old friend the other day who's the marketing chief at a successful infrastructure startup. "Congratulations," I said, "I know it was a long slog, but after about a decade of groundwork it looks like things have