Category Creation Is a Financing Decision. Treat It Like One.
Most category bets don't fail on strategy. They fail because nobody priced them, then get abandoned at month sixteen when the numbers were always going to look worst.
Written from operational experience inside enterprise B2B marketing functions — not from vendor positioning. Every post reflects what we've seen work, what we've seen fail, and where the real leverage in go-to-market tends to hide.
Think your GTM might have a blind spot? Find out in 5 minutes.
Most category bets don't fail on strategy. They fail because nobody priced them, then get abandoned at month sixteen when the numbers were always going to look worst.