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 Learn More?

Sign up for our newsletter at goldfront.com/categoryfirst, and see our category design and brand work at goldfront.com.