Josh tries to teach ChatGPT to be his strategist, which gets him thinking the future of knowledge work.

Later, he shares four “New World Skills” that will be in high demand as AI takes off.

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We hate to break it to you, but your website probably sucks. (Even ours needs some TLC).

But don't stress, Josh will walk you through the 5 reasons why your website is not looking so good, and how to make it better.

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Josh hosts a special Q&A episode with John Weeke, a Product Marketing Manager at Iron cloud, to talk about the differences between positioning and category strategy. Some highlights: 

• How positioning can sometimes lead to companies being only incrementally better than their competitors.
• Why you need different versions of your company's story, such as a more visionary story for a CEO presentation, or a more tactical story for sales strategy. 
• How ChatGPT and AI will lead to a flurry of new categories. 

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Josh answers listener questions about category creation.

• Who are your biggest mentors and influences?
• You work for a lot of startups. Is business slow?
• Should my company design a category now for cheap? Or wait until we hopefully secure our next round of funding?
• My company offers a complex product with different use cases. Why do I need one strategic narrative?

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​​Josh answers Patrick's questions about category creation.

• Why do we urge clients to stick to the "shift, gap, category idea" story structure?
• What do you disagree with or do differently than the book Play Bigger.
• What's the value of pushing B2B brands towards design that's so much different than they are used to?
• How's the Category First podcast going? What's the behind the scenes right now?

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Josh answers listener questions about category creation. 

• How does Andy Raskin's idea of "the old way vs. the new way," when creating a strategic narrative, relate to category?
• There's a lot of chatter about companies creating their own media brands. Will this replace category creation? How do you see those two things working together? 
• My company is SEO crazy, but how do you do SEO for a category that doesn't exist yet?

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Welcome to a new feature of the pod: Let's Write a Book. Josh and Ben talk through ideas for the first chapter of the Category First book, entitled “Strategy Is Thinking”.

Highlights include:

• Why "Strategy is thinking about what you do, before you do it" is such a powerful first principle to begin category creation from.
• When thinking is not actually thinking.
• Why all great category creators rebel against the status quo.
• And why, when changing the trajectory of your company, the CEO is your greatest point of leverage.

Did you know there's a newsletter too? Check it out at: categoryfirst.substack.com

ChatGPT-4 is out. How will AI change category design (and everything else under the Sun)? Josh shares "Three Stages of AI" as it relates to category creation. 

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Josh answers listener questions about category creation.

• Our story is way too safe, but our CEO is one of those engineering types that overanalyzes everything. How do I get them to take some chances ?
• How do we adjust messaging after buying a company that does something outside our category? 
• With the economy the way it is, how can I justify to my CEO that we should put money into a strategic narrative?
• Josh—Would you reconsider your position on tracking short-term category perception? 

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Josh talks to Latané Conant, Chief Market Officer at 6sense.

Latané takes us behind the scenes at the creation of 6sense's new category Revenue AI. We get a first hand account of some of the challenges they faced, the ups and downs of bringing this new category into the world, and how she preps her category design team for success.

Highlights include.

• Why Latané’s role as Chief Market Officer is more effective than that of a traditional CMO.
• How 6sense’s category is always evolving and ways to navigate those changes.  
• Why it’s good to get trial messaging out to customers to test if it will work before a big launch.
• And getting more women on advisory boards of companies. 

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