In this podcast, hosted by conversational marketing company Drift, I discuss strategies for category creation:

* Messaging your company as part of an ecosystem

* Elevating early evangelists of a movement

* Aligning your product with business metrics

* Positioning yourself as the category leader

I also discuss the growing importance of Operations functions, which is fueling the creation of many software categories. (Or, is the software fueling the growth in Ops? I’ll let you decide….)

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This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit allisonpickens.substack.com