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Yup. Buying into an idea and not quite questioning deeply… until I did: Category Creation. The main argument is that it… “involves the creation of new categories of products and services to introduce to the market. […] Category designers present their products and services under a new category and educates the market on that category.”
And while this sounds awesome, it’s not really “creating” a category. To create a category, it needs not to be existing before. And here’s the thing: most categories are already created. But what about smartphones? Category: phones. But what about Uber (car sharing)? Category: transportation / middle-man between riders and users. But what about digital writing? Errrrmm… Writing? Are you really creating a category? Maybe. Most likely, you’re positioning. |