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Don't create a category, do this instead (with Kyle Coleman)
Manage episode 448917614 series 3380698
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Kyle is back on the show - this time we grill him on category creation, and finding a problem to market instead.
He should know, he saw a category and problem get created at Clari, and is running the playbook again at Copy.ai.
- (00:00) - Introduction
- (02:45) - The TLDR of Kyle's presentation at Exit5
- (03:27) - Are you differentiated?
- (06:44) - How are you going to get the sale funded?
- (09:42) - The stupid & simple questions to ask
- (15:30) - Practical Implementation and Results
- (18:55) - Am I the GTM bloat??
- (23:18) - The Copy AI Pitch
- (25:03) - Creating a Category Narrative
- (26:23) - The Lightning Strike
- (27:42) - Focusing on the Problem vs. Category
- (30:24) - What changes in the day to day?
- (32:33) - Lessons Learned at Clari
- (38:59) - Connecting Positioning to Demand Generation
- (43:01) - The AI Tailwinds
Sources & mentions
- Brendan Huffords TL;DR of Kyle's presentation
- Play bigger, Christopher Lochhead & the category pirates
- Drive by ExitFive
- Check the framework here
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