[eBook Code] Category Creation (eBook Code, 1st)

Foreword xi

About the Author xv

Part I The Long-Term Greed of Category Creation 1
Lessons from Amazon, Ariba, HubSpot, Qualtrics, SaaStr, Salesforce, and others

Chapter 1 Category Creation: The Noble Marketing Strategy That Can Spark a Movement 3

Chapter 2 Why Brand is at the Heart of Category Creation in the Business-to-Human (B2H) Era 19

Chapter 3 The Six Challenges of Creating a Category (and How to Overcome Them) 31

Chapter 4 Special Considerations for Established Companies in Commoditized Markets 47

Part II Seven Principles to Create (and Dominate) a Category 57
Lessons from DocuSign, Drift, G2, Influitive, Marketo, ServiceNow, and others

Chapter 5 Live Your Purpose, Values, and Culture Out Loud 59

Chapter 6 Focus on the People in Your Market—Not Just Your Products 73

Chapter 7 Create a Lifestyle Brand for Your Category 93

Chapter 8 Grow a Community by Doubling Down on Live Events and Experiences 109

Chapter 9 Activate Customers as Brand Ambassadors 131

Chapter 10 Recognize That Analysts Don’t Create Categories, Customers Do 151

Chapter 11 Establish Trust at Scale Through Authentic Executive Communication 169

Part III Proving the Impact of Category Creation on Customers, Investors, and Employees 179

Chapter 12 How to Connect Category Creation Programs to Growth for Executives and Investors 181

Chapter 13 The Intangible Benefits of Category Creation on Customer and Teammate Success 201

Acknowledgments 213

Index 217