Category First
Host Josh Lowman, and guests, share mini-masterclasses in category creation, strategy and brand design. Join us for Listener Q&A episodes and occasional interviews with category creators at companies like Gong, Squarespace, Zapier and more.
Recent Episodes
Jan. 16, 2024
Workshop: How to Fix Your Positioning
Josh hosted a live workshop to help folks get their positioning back on track. Topics included: The Three Hard Positioning Problems everybody faces. The best tool to fix each one. And why everything will fall into place when…
Jan. 2, 2024
The Gold Front Category Design Canvas
Josh shares the Gold Front Category Design Canvas, a tool that helps you ask and answer the essential questions for crafting great category strategy. Plus, there’s a Mario-themed mnemonic that makes the canvas easy to rememb…
Dec. 19, 2023
Live Strategy: Anna Furmanov
Join Josh and Anna Furmanov for live strategy work. Anna is the founder of Furmanov Marketing, who’s been called the “Marie Kondo of startup marketing”. Josh and Anna talk about: Gold Front’s category strategy. The unique pr…
Dec. 5, 2023
WTF is Category Design?
We are back! Josh explains category design. Topics include: Why category design sometimes gets people so angry. Strategy is just thinking before you act. And category as a force multiplier for strategy. Submit questions and …
Aug. 1, 2023
Q&A: 5 Principles Every Category Creator Must Follow
Josh shares 5 foundational principles that category creators can use to stay focused on the work that really matters. It’s easy to lose your way when creating new categories, use these tools and insights to keep yourself, an…
July 12, 2023
Q&A: You Gotta Feel It
Josh answers listener questions about category creation. My boss, the VP of marketing, wants to test everything, even an Instagram story, and I think it's making us late to get content out. Have you dealt with this? What are…
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