Episodes
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 ...
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 ...
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 adice for aspiring copywriters? How and when should pre-seed startups should be thinking about category...
19. 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 …
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 doe...
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? categor...
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 creator...
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...
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 paire...
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 im...
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 catego...
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 ...
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. …
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 sett...
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 i...
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 categor...
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 …
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 fr...
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 mi...
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 uncom...
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 C...
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.
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 tha...