Sometimes, the existing market categories don’t fully encompass the meaning or purpose of your business.

In that case, you might have to branch out and create your own category. This method comes with a lot of additional hurdles to success, but when done correctly, it can be extremely rewarding.

In this episode, Eric Larson, CRO of ENGAGEcx, discusses the unique challenges of working outside of established business categories and how to successfully meet those challenges head on.