Category: Beyond Basics of Marketing

Your ICP isn’t wrong. It’s just expired.  You’re still selling to last year’s ICP. The market moved. You didn’t notice. Most B2B companies define their Ideal Customer Profile once. Then they wonder why the pipeline stalls, why conversion rates drop, and why the message fails to land. The problem isn’t

Stop trying to create a category. Hijack one instead. CATEGORY CREATION VS. HIJACKING Stop being new. Start being obviously better. We have all seen yet another pitch deck claiming to invent a “revolutionary new category.” The founder is excited. The investors are polite. But the operational reality is a disaster