Category First
Josh Lowman
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Host Josh Lowman, and guests, share mini-masterclasses in category creation, strategy and brand design. Join us for Listener Q&A episodes and interviews with category creators at companies like Gong, Squarespace, Zapier and more.
Available episodes
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2 days ago
Q&A: Creating Your Own Mediabrand
Josh answers listener questions about category creation.
* How does Andy Raskin's idea of "the old way vs. the new way," when creating a strategic narrative, relate to category?
* There's a lot of chatter about companies creating their own media brands. Will this replace category creation? How do you see those two things working together?
* My company is SEO crazy, but how do you do SEO for a category that doesn't exist yet?
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Mar 21, 2023
Let's Write A Book
Welcome to a new feature of the pod: Let's Write a Book. Josh and Ben talk through ideas for the first chapter of the Category First book, entitled “Strategy Is Thinking”.
Highlights include:
* Why "Strategy is thinking about what you do, before you do it" is such a powerful first principle to begin category creation from.
* When thinking is not actually thinking.
* Why all great category creators rebel against the status quo.
* And why, when changing the trajectory of your company, the CEO is your greatest point of leverage.
Did you know there's a newsletter too? Check it out at: categoryfirst.substack.com
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Mar 17, 2023
Special Report: AI And The Future Of Everything
ChatGPT-4 is out. How will AI change category design (and everything else under the Sun)? Josh shares "Three Stages of AI" as it relates to category creation.
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Mar 14, 2023
Q&A: No Drama? No Strategy.
Josh answers listener questions about category creation.
* Our story is way too safe, but our CEO is one of those engineering types that overanalyzes everything. How do I get them to take some chances ?
* How do we adjust messaging after buying a company that does something outside our category?
* With the economy the way it is, how can I justify to my CEO that we should put money into a strategic narrative?
* Josh—Would you reconsider your position on tracking short-term category perception?
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Mar 9, 2023
Latané Conant | 6sense
Josh talks to Latané Conant, Chief Market Officer at 6sense.
Latané takes us behind the scenes at the creation of 6sense's new category Revenue AI. We get a first hand account of some of the challenges they faced, the ups and downs of bringing this new category into the world, and how she preps her category design team for success.
Highlights include.
* Why Latané’s role as Chief Market Officer is more effective than that of a traditional CMO.
* How 6sense’s category is always evolving and ways to navigate those changes.
* Why it’s good to get trial messaging out to customers to test if it will work before a big launch.
* And getting more women on advisory boards of companies.
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Feb 28, 2023
Q&A: Launching a Category in 2 Months
Josh answers listener questions about category creation.
* How would you launch a category in 2 months?
* What launch deliverables should we prioritize if our budget is tight?
* How do you come up with a good campaign line?
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Feb 22, 2023
Q&A: How Josh Got Into Category Design
Josh answers listener questions about category creation.
* How did you get so interested in category design?
* How does category designing your own agency differ from the work you do with clients?
* We're thinking about writing a category strategy in house, but how do we know if we should bring in an agency?
* You've said that all great categories have a human truth. Can you talk about that some more?
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Feb 15, 2023
Ben Hughes | Squarespace
Josh talks to Ben Hughes, VP of creative at Squarespace, about their shared love for ads, brands, writing, and good creative work.
Ben leads Squarespace's in-house creative team, which is responsible for crafting one of the most well-loved website creation company brands. He and Josh talk about:
* Ben's first passion—music journalism.
* Working as an assistant, then a copywriter at agencies like Olgivy and Mather and Wieden and Kennedy.
* Creating highly original and interesting work at Mother
* Why Squarespace puts brand over everything.
* And how Ben can combine all of his creative interests and experiences working in-house at Squarespace.
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Feb 7, 2023
Q&A: Talking Video
Josh answers listener questions about category creation.
* Who should be on my category design team?
* How do you get the most out of video (especially on a budget)?
* How does category design work alongside product design?
* What's the most common problem you run into during category design?
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Jan 31, 2023
Q&A: Can I Interest You In A Shiny, New Doomsday Device?
Josh answers questions from Weldon Pless, creative director at Gold Front, about all things category creation.
* Was there anxiety when remaking Gold Front as a category design studio?
* How has going through the category design process yourself helped you connect with clients?
* Are mixed drinks in a can a new category?
* Should category designers consider the power they have to create new categories in the world.
* Have you ever passed on a project because the product could have negative consequences?
subscribe to our newsletter here: categoryfirst.substack.com
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Jan 24, 2023
Q&A: Playing it Safe is Killing Your Brand
Josh answers listener questions about category creation.
* What should we do if our executive team is not aligned?
* How do you define brand voice?
* Why do so many B2B brands suck?
* What's the relationship between category POV and demand gen?
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Jan 17, 2023
Q&A: Putting an End to Copywriting BS
Josh answers listener questions about category creation.
* What's the business case for investing in brand?
* Do you have any advice for aspiring copywriters?
* How and when should pre-seed startups be thinking about category creation?
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Jan 10, 2023
Dave Grow | Lucid
Josh talks to Dave Grow, CEO of Lucid, the makers of Lucid Chart, Lucid Spark, and Lucid Scale.
Dave stepped into the role of CEO after building a number of different departments at Lucid and helping the company create the category visual collaboration suite. He and Josh talk about:
* The state of the visual collaboration market before Lucid.
* Launching new products after establishing category leadership.
* Proving ease of use to customers.
* Stepping into the role of CEO after helping the company reach its current success.
* Taking over a growing company during an uncertain economy.
* Why it's so important to have alignment with your executive team.
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Jan 3, 2023
Q&A: Product-Market Fit is Not Enough
Josh answers listener questions about category creation.
* What's the difference between doing workshops in-person vs. on Zoom?
* If our company already gained product-market fit, do we need to bother creating a category?
* How does brand design differ for category creators?
* Do you need to validate your new category with customers before launch?
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Dec 27, 2022
Q&A: Is Category Creation a Fad?
Josh answers listener questions about category creation.
* Is category creation just a marketing fad?
* What's the criteria for a good cateogry name?
* Can we be successful if analysts keep putting us in the wrong category?
categoryfirst.substack.com
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Dec 20, 2022
Q&A: Working With CEOs
Josh answers listener questions about category creation.
* What's your favorite kind of CEO to work with?
* Would you ever reccomend a company not do category design?
* Is brand design and advertising different for category creators?
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Dec 13, 2022
Michael Jeter | Zapier
Josh talks to Michael Jeter, creative director at Zapier.
Michael shares his process for leading Zapier through a major strategic and visual redesign. Some highlights:
* The one thing every business person must know about brand design.
* Michael’s process for curating a creative brief that leads to better work.
* The evolution of design in tech.
* Creating brands that business people and creatives both dig.
* Redesigning Zapier’s brand in, amazingly, 3 weeks.
Subscribe to our newsletter here: categoryfirst.substack.com
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Dec 6, 2022
Q&A: Don't Half-ass Your Category Launch
Josh answers listener questions about category creation.
* How do you measure the success of a category launch?
* What's the relationship between a campaign line and a category name?
* Is a category launch more effective when paired with a rebrand?
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Nov 29, 2022
Category Strategy vs. Brand Strategy
Josh answers listener questions about category creation.
* What’s the difference between category design and brand design?
* Why do startups undergo category design shortly before their IPO?
* Our category launch didn’t have the impact we hoped for. And our CEO doesn’t understand their new category. Where do we go from here?
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Nov 21, 2022
Sheena Badani | Gong
Josh talks to Sheena Badani, head of product and customer marketing at Gong.
Sheena led Gong’s category design effort resulting in the category Revenue Intelligence. She and Josh talk about:
* What is it like designing a category for the first time?
* How do you craft a visionary story and get executives and everybody on board?
* Were there people saying you were making the wrong move?
* What is it like the week of launching a new category?
* Advice for aspiring category designers.
Submit questions and subscribe to our newsletter here: categoryfirst.substack.com
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Jun 29, 2022
Category Launch with Sagi Gidali of Perimeter81
In this episode…
Josh speaks with Perimeter 81 co-founder and Chief Growth Officer Sagi Gidali about their recent category launch.
Sagi talks about how his company’s recent category launch went down, the power of getting his entire company aligned around a single strategic narrative, and where they are today, six months post-launch.
Why create a new category?
While Perimeter 81 knew they had a special product, it was hard to articulate what differentiated them from the competition. After speaking with their partners, customers, and product team, they realized that their ease-of-use and simplicity are what made them stand out. So they doubled down on these ideas, creating The Cybersecurity Experience Platform.
How do you rally your employees around a new category?
For Perimeter 81, organization was key. They created new, category-aligned materials for all their internal teams—from sales to product to marketing to R&D to customer success—and then revealed the category to th…
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May 27, 2022
Five Lessons From Successful Category Launches
*In this episode…*
We dive into the most important moment in the life of your category: Launch Day.
If you follow our five lessons, you will be miles ahead of most category launches. You may also find something else happens. Something remarkable: Your whole company working together in a way they haven't before. Here’s a quote from Josh:
“Category Launch unites your people around a powerful origin story. It plants an unbelievable truth at the heart of your business.”
*What Are The Five Category Launch Lessons? *
1. If it’s not news, it doesn’t work.
2. Employ these three essential story points.
3. If your product team thinks of launch day as a marketing event, you’ve already lost.
4. Doing hard things proves your commitment.
5. Throw some elbows.
*Want to Learn More?*
Sign up for our newsletter at goldfront.com/categoryfirst, and see our category design and brand work at goldfront.com.
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May 12, 2022
The Strategy's Done. Now What?
*In this episode…*
We map out the category launch journey, and the steps companies must take using a clear process. Today, we’re focusing on the Category Launch Framework.. Here's a quote from Josh:
_“You need a process for setting, socializing and living by your category goals—and making this process actionable and measurable."_
*What is the Category Launch Framework? *
The Category Launch Framework is built around two components:
* _Areas of Work:_ Category design is a whole company effort, but it helps to break things down into four key workstreams: Inside the Company, Product, Sales, and Marketing.
* _Category OKRs: _They connect strategy to action, they are social, and they are measurable. OKRs help your people align, communicate and achieve.
If you follow our Category Launch Framework you will find it is more than just a Go-to-market process. It’s a system designed to weave your category idea into the very fabric of your company.
*Want to Learn More?*
Sign u…
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Apr 25, 2022
A No-BS Approach to Category Design With Anna Furmanov
In this episode…
Anna Furmanov of Modern Startup Marketing interviews Josh about the secrets of category creation—what he calls the Alchemy of Category Design.
What _is _Category Design?
We start by talking about what exactly is category design, and talk about the three superpowers of category design that make it uniquely suited to help startups.
What are Category Design’s biggest hurdles?
We rebut the perception category creation is too hard an endeavor for startups, and discuss how Gold Front understands the market timing for category creation.
Want to learn more?
Sign up for our newsletter at goldfront.com/categoryfirst, and see our category design and brand work at goldfront.com.
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Apr 5, 2022
Behind the Scenes With Category Creator Bizzabo
*In this episode…*
Josh chats with Bizzabo co-founder Alon Alroy about their category creation journey. Last year, Bizzabo pulled the rip cord on their existing category, event management software, and jumped into a new category of their own invention.
*Why create a new category?*
Bizzabo was stuck in what we call “The Better” archetype—drowning in a crowded category and differentiating itself only with “better” features than its many competitors. That’s a great time to create a new category, and a whole bold new brand to launch it.
*Why do it in the middle of a pandemic?*
The in-person event industry disintegrated when Covid hit. The event software industry was facing a life or death situation. One way to survive? Category create.
*Want to Learn More?*
Sign up for our newsletter at goldfront.com/categoryfirst, and see our category design and brand work at goldfront.com.
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Mar 15, 2022
Category Creator Archetypes: Part 2
*In this episode...*
We unpack the rest of our list of The Six Category Create Archetypes. And this time it’s through a lens you might not expect.
We already covered The Inventor, The Overlooked, and the Second Act. Now we dive into The Emergent, The Better, and The Huckster.
*Why Are Category Archetypes Important?*
Because archetype determines strategy which in turn determines success. Once you know your archetype the path forward becomes clear and things start to flow.
*What Happens if You Fail to Define Your Archetype?*
If you miss your archetype, you could miss your whole category. If you move forward with a bad strategy, and waste a year or more executing against it, you may never get a second chance.
*Want to Learn More?*
Sign up for our newsletter at goldfront.com/categoryfirst, and see our category design and brand work at goldfront.com.
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Mar 1, 2022
Category Creator Archetypes: Part 1
*In this episode…*
We discuss potential strategies for category creation, the purpose of defining a strategy, and the Six Category Creator Archetypes. We’ll specifically focus on the first three archetypes in Part 1. A quote from Josh:
_“Customers make sense of your offering not just by what you do, but also by what you don’t. To be all things is to be nothing.”_
*Why Define a Category Strategy*
New markets are constantly changing. Competition is fierce. Because of all this, opportunities for category creation are few and far between. If you move forward with a bad strategy, you may never get a second chance. The purpose of defining a strategy is to make it so you can reject every path save one.
*Six Category Creator Archetypes*
In our work with dozens of category creating companies we’ve found there are six kinds of companies. No more, no less. They are:
* The Inventor
* The Overlooked
* The Emergent
* The Second Act
* The Better
* The Huckster
*Want to…
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Feb 15, 2022
The Five Immutable Laws of Strategic Narrative
*In this episode…*
We uncover the what, why and how of category creation. Today, we’re focusing on the strategic narrative, also known as a Category POV. Here's a quote from Josh:
_“A great strategic narrative opens up closed minds, helps align executives around the work of category creation, and speeds time to market.”_
*What is a Strategic Narrative?*
A strategic narrative is like a brand manifesto with more substance. It is often the result of months of work. It’s an argument for why the world needs the category you’re creating.
* A single story, about a thousand words in length.
* It sits at the center of your strategy.
* If you can get it right, if you get the right words in the right order, it unlocks everything.
*What Are the Five Immutable Laws of Strategic Narrative?*
* The Law of Story
* The Law of the New Way
* The Law of Jobs
* The Law of Proof
* The Law of CEO
*Want to Learn More?*
Sign up for our newsletter at goldfront.com/categoryfir…
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Feb 1, 2022
The Fundamentals of Category Design
*In this episode…*
In this episode, we’ll discuss the fundamentals of category design, including what it is, how it works, and what makes it truly different. Here’s a quote from Josh:
“...If you want to build a company of uncommon value, your product must be categorically, not incrementally, new. That’s the definition of a big idea.”
*What Is Category Design and How Does It Work? *
Category design is the purposeful transformation of the entirety of a company’s activities around a single goal: to define and lead a new market category. The three stages of the journey are:
* Define
* Launch
* Grow
*What Makes Category Design Different? *
Category design was purpose-built for new-to-the-world offerings, to champion big product ideas for which no category exists.
Like other design pursuits, category design is a thoughtful, purposeful endeavor. We put all the pieces on the table and take time to consider each of them before designing a way forward.
Category desig…
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Jan 18, 2022
A Very Short list For A**-Kicking CMOs
*In this episode…*
In this episode, we’ll uncover the essential steps you should take as a startup’s new CMO to successfully define your category, from setting your goals to launch day. We call it a short list for ass-kicking CMOs. Here's a quote from Josh:
_“It’s going to take herculean focus to drive the outcomes you’re looking for. That’s where the Very Short List for Ass-Kicking CMOs comes in. Print it out and put it on your desk where you’ll always see it. It’s not just a list, it’s a constant reminder that the best way to make new friends is to create and dominate your category.”_
*What Should A Startup’s New CMO Do? *
#1: Set your goals.
Note that these goals sit outside the category you’re creating because they are more foundational than category. If your company decided to change categories entirely, these three goals would still exist.
#2: Know the customer.
There’s nothing like becoming your company’s foremost expert on the customer. It w…
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Dec 20, 2021
Why Listen to Category First?
Category First is a podcast by Josh Lowman, Founder of Gold Front, the world's first and only category design studio. Here's why you should listen.
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Dec 20, 2021
A Podcast For Unreasonable People
*In this episode…*
We're launching a podcast, newsletter, and blog for category creators. Find out why we're going all in on category design, and why we created Category First. Here's a quote from Josh:
_“Founders are taught that category creation is too hard to do. It’s crazy to me because every founder I know dreams of doing something big."_
*Why Become a Category Creator?*
* You'll capture more of the profits of your category
* You'll be the category leader on Day 1
* You'll define how the category works, now and forever
Category is important because it’s how our minds make buying decisions, even before brand. First you think "I need a new car," then "I'll get a sedan," and only then would you think about which brand to buy.
*Why A Category Design Studio?*
There are a few good category design consultancies out there, like Play Bigger, that focus on category strategy. There are also great brand studios.
We’re the first to combine both under one roof.
This sol…
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