The business world rewards those bold enough to bet on seismic shifts; those who don’t just ride the wave, but fundamentally reshape the tide. In a fascinating conversation with Tien Tzuo, legendary founder of Zoura, we get a rare look into category design, entrepreneurial persistence, and the mindset required to rewire an entire industry, as Tzuo did for the subscription economy.

As technology continues to accelerate, with AI now setting the stage for yet another major leap, this dialogue holds powerful lessons for anyone seeking to lead, not follow.

You’re listening to Christopher Lochhead: Follow Your Different. We are the real dialogue podcast for people with a different mind. So get your mind in a different place, and hey ho, let’s go.

Legendary startups aren’t created by chance. As Tien Tzuo describes, successful category creation starts with seeing a shift others overlook, then boldly evangelizing that vision.

“Part of the category is to say, okay, there’s a shift that’s happening with this new technology. It’s a significant, meaningful, profound shift.”

– Tien Tzuo

Tien Tzuo’s journey with Zoura began well before “subscription” was a buzzword; when Netflix mailed DVDs and Wall Street scoffed at recurring revenue. He and his team endured blank stares and skepticism, proving that timing, storytelling, and the relentless ability to communicate the new reality separates mere participants from true category leaders.

Distilling complex ideas into a market-moving narrative is as important as technical innovation. Tzuo credits much of Zoura’s momentum to persistent storytelling: on stage, in books, and across every communication platform available. “What I saw was good storytellers…talk about a big, big trend that’s happening all around us…the market, the world.” Writing a book, he admits, was hard but necessary. “The only person that can tell your company story is you. Right, because it’s your idea, it’s your vision.”

For founders, being ignored or doubted isn’t a sign to pivot away; it’s a signal to refine and hammer home the message until the world is ready to hear it.

Today, the pace of change is faster than ever. Yet the recipe for winning new categories remains strikingly consistent. Tzuo counsels entrepreneurs to begin with their unique insight into a megatrend, not with the category label itself:

“Don’t start with a category. Start with…what gives you a right to exist?”

– Tien Tzuo

The logic applies in AI as much as SaaS: massive investments will be lost by those chasing what’s already established, while the next category-defining companies will stay close to their customers, listen relentlessly, and focus on the transformation they alone can catalyze. As Tzuo puts it, “With every new technology shift, there’s an opportunity to displace an incumbent.;” if you have the courage to shape, not just surf, the future.

To hear more from Tien Tzuo on the art of Category Making, download and listen to this episode. 

Tien Tzuo, acclaimed author of Founders, Keepers, is a visionary entrepreneur and respected thought leader in the subscription economy. Best known as the founder and CEO of Zuora, he has helped redefine how companies build recurring revenue models, drawing on decades of experience at the forefront of technology and innovation.

In Founders, Keepers, Tien shares powerful insights on leadership, culture, and the enduring commitment required to build companies that last. His writing blends practical guidance with stories from his own journey scaling global businesses.

A sought-after speaker and mentor, Tien inspires founders to stay true to their mission while adapting to change, fostering organizations that thrive for generations.

Connect with Tien Tzuo!

Zuora Website | LinkedIn | Medium

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