Category creation isn’t just branding, it’s strategy. Here’s how to stand out and scale in B2B.

The fact that categories are so important to customers means that it will always, now and forever be central to how you define what your company is doing.

Hey, hey, hey. On this episode of B2B Marketing with me, Dave Gerhart. My guest is Josh Lowman. He's the founder of Goldfront. They're a category design studio. We talked about this hot topic of category creation in B2B marketers.

How are we going to name our category something different than one of our competitors? And you don't have a case for how the product is actually categorically different than that competitor, then it just falls, falls into that, like, trendy category creation area.

Should you create a category or not? Why to do it, Common mistakes, lessons, learnings. Plus we got into a whole topic at the end about personal life, personal development, mental health.

The right brain, sees the world a lot. Energetic, it's holistic, vibey, it's magical, it's ineffable. You can't really quite put words to it.

Josh just got back from a month long meditation retreat. We talk about that. Plus everything you want to know about creating a category. Here's my conversation.

With Josh Lowman.

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