Craft a category narrative that reframes the old game and introduces a clear new one. Anchor early language so customers repeat it before competitors do.
In early category creation, contrasting the ‘old game’ with a named ‘new game’ primarily helps to ______.
delay pricing decisions indefinitely
increase ad frequency without message change
avoid committing to a point of view
reframe buyer mental models so the problem and POV feel obvious
A strong founding manifesto for a new category should include which element first?
a competitive teardown with no storyline
an exhaustive pricing appendix
a clearly named status‑quo ‘enemy’ the new POV is designed to replace
a list of minor feature tweaks
Why is consistent language (‘frame–name–claim’ terms) across channels crucial in the first 90 days?
it maximises short‑term discount redemption
it satisfies legal safe‑harbor requirements
it builds mental availability by teaching the exact words customers will later search and repeat
it guarantees virality regardless of fit
What is the purpose of an early ‘lightning strike’ moment in category design?
to replace analyst briefings entirely
to avoid making any positioning choices
to concentrate attention around one POV story and asset drop instead of drip campaigns
to collect anonymous traffic with no narrative
Which naming approach best seeds a category early?
an internal codename carried into market as‑is
a problem‑oriented name that encodes the shift you want the market to see
a vague umbrella that fits any product
a trademark that mimics a competitor’s label
On social‑first channels, what should the earliest pillar content emphasise?
roadmap change logs
one‑off discount codes
lengthy corporate histories
repeatable POV snippets that dramatise the problem and the new rules
What risk increases when teams pitch features before framing the problem?
buyers map you back to the incumbent category and price‑shop
sales cycles always shorten prematurely
SEO rankings are permanently capped
analyst firms will not take briefings
Which internal alignment step most accelerates narrative adoption externally?
a 60‑slide deck customised by function
separate taglines for each region
a one‑page category thesis that sales, product, and marketing use verbatim
only design team owning copy updates
When testing category language, which signal is most valuable in the first month?
prospects organically mirroring your coined terms in calls and comments
a rise in email open rates only
an increase in website session duration
a temporary spike in paid CTR
Which asset pairing best supports early framing?
a features page with 50 bullets
a POV mini‑book plus a glossary that defines new terms precisely
an unedited transcript of an internal meeting
a pricing sheet without context
Starter
Your framing is forming—tighten the POV and repeat key terms until customers echo them.
Solid
Good instincts—double down on consistent language and a focused lightning strike.
Expert!
You’re architecting the narrative—keep owning the terms and teaching the market.
