AN EXCLUSIVE LOOK INTO THE CATEGORY CREATION PLAYBOOK OF SOME OF THE MOST ICONIC BRANDS IN B2B, INCLUDING HUBSPOT, SALESFORCE, AND GAINSIGHT

"In the hierarchy of powers that determines the value of a company, category power is the highest, and if you are the company who creates and leads a new category, that is as good as it gets ever. Category Creation is a game plan for doing just that."
—GEOFFREY MOORE, Author, Crossing the Chasm and Zone to Win

"The ability to create a new category is not unique to startups. The largest companies in the world can play their advantages to build new markets. The tactics that Anthony lays out in Category Creation are just as relevant for today's Fortune 100 companies as they are for earlier stage businesses."
—LORI WRIGHT, General Manager, Office, Microsoft

"Today's entrepreneurs [have] a unique opportunity to create net new categories of products that reinvent complex processes of the past with simple solutions for the digital age. Gainsight is a great modern success story for this emerging business strategy—I'm excited to see Anthony share his playbook with the industry."
—AARON LEVIE, CEO, Box

"Companies of all sizes are recognizing new market opportunities and creating movements behind those causes for their brands. I'm thrilled to see Anthony demystify category creation and help other executives follow the lead of market makers like Gainsight."
—SUE BARSAMIAN, Former Chief Sales and Marketing Officer, Hewlett Packard Enterprise Software

"It always surprises me that category creation isn't better understood and more enthusiastically embraced by business leaders. Anthony has been a student of this innovative business approach, and in Category Creation, invites other leaders to challenge the status quo."
—KEITH KRACH, Chairman and CEO, Ariba and DocuSign

Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands

"The Uber of this"

"The Salesforce of that"

"It's like Instagram, but for…"

There is 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, former 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 7 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.

· Identify the “go” and “no go” signals for category creation in your business

· Activate customers and influencers as brand ambassadors

· Grow a community by investing in live events and experiences

· Prove the impact of category creation investments on growth, customer success, and company culture

Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.