We all want to belong to a tribe. The greatest way to grow your business is not to build your brand or throw events — it’s to grow a community around the solution to a problem.   In this episode, I interview Sangram Vajre, Chief Evangelist and Co-Founder at Terminus, about how he created the category of and community around account-based marketing (ABM).   We cover:   - A lightning round discussion of the 10 rules of category creation   - What unbranding really means (& how to do it)   - The reasons to promote people, not products   - How Sangram’s goal to educate about a problem created a movement   Check out these resources we mentioned during the podcast:   - ABM is B2B, Sangram’s most recent book   - The #FlipMyFunnel movement that Sangram originated   - The #FlipMyFunnel Podcast, well into its 600th episode   Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.