Workshop: Category creation

Work:
- Framework building
- Brand development
- Structured brainstorming
- Persona mapping
- Product strategy
- Product positioning

Results
A early-stage startup backed by a Tier I VC looking to establish itself as a “category creator”, targeting a market plagued by a lack of formal tools and dialogue around the challenge at hand. Lacking a full-time marketing hire, they approached me to develop a "category creation workshop", aiming to establish themselves as thought leaders in this nascent market and to grow their brand ahead of their launch.

Working with the CEO and the CPO, I developed a framework by which to develop both the strategy and launch of a category creation campaign. This framework was driven by persona development, first focusing on the persona's problem statement and development a formalized language around this unique challenge, before shifting towards the persona's "stomping grounds" to understand how to develop a distribution strategy for rapid growth.