#252 Category Creation | Dave is joined by Josh Lowman, Founder and Creative Director of Gold Front, a category design studio that’s worked with brands like Uber, Notion, and Qualtrics. Josh is a leading voice in strategic brand positioning and category creation. He’s spent over a decade helping high-growth B2B companies define what makes them irreplaceable in crowded markets.

Dave and Josh cover:

• Why most category creation efforts fail (and what to do instead)
• The four real paths to category leadership: create, transform, niche, or go solo
• How B2B marketers can align product, brand, and messaging around a single strategy to stand out and scale

Whether you're launching a new product or repositioning an existing one, this episode is a masterclass in strategic clarity.

Timestamps

• (00:00) - – Intro

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Today’s episode is brought to you by Zuddl.

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If events are part of your marketing strategy, you need to look at Zuddl to see how companies like Zillow, CrowdStrike, and Iterable are using the top event platform for Business events in 2025. 

Head over to zuddl.com/exitfive to learn more.