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There's no such thing as an original idea anymore--right? Actually, it turns out that the world's most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There's no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, the founding Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the customer success category, and shares success stories from fellow category-creators like Salesforce, HubSpot, and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn't yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the seven key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share--especially if someone will lead them. Category Creation reveals how companies can win at business while being human first, as opposed to putting shareholder value at the forefront by any means necessary--even at the expense of employees and customers. With Category Creation as your guide, you will discover what it takes to live your purpose, value, and culture out loud and focus on the people in your market rather than just your product. Anthony also explains how to create a lifestyle brand for your category and activate customers to become brand ambassadors and much more. Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the official playbook on how to start and grow a conversation that doesn't yet exist, successfully position a newly discovered problem, and build a category-defining brand in our modern economy.