In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Thomas Shields, a seasoned product marketing leader with over a decade of experience in the B2B SaaS world, and Armando Biondi dive into the intriguing world of category creation within the business landscape. They discuss the critical questions companies should ask before venturing into category creation, the challenges and expenses associated with it, and how it can be a game-changer for businesses looking to stand out in competitive markets.

HIGHLIGHT QUOTES

• "Ultimately, the value of having a new category has to be greater than the value of your solution existing in an established category." - Thomas Shields
• "Category creation is expensive, but sometimes making big investments if you're a small growing company is the right move." - Thomas Shields
• "It's not something that, if you have everyone in a strong signal from everyone, then yeah, the answer is yes. This is where a little bit of the art comes in." - Thomas Shields
• "There are more categories maybe than a lot of the kind of naysayers think." - Armando Biondi
• "The only time you're going to be a single player in a category will largely be related if you have really high network effects." - Thomas Shields

You can find out more about Thomas in the link below: 

• LinkedIn: https://www.linkedin.com/in/tlshields/

HOST: Armando Biondi
GUEST: Thomas Shields
Breadcrumbs Podcast