In this episode of The Revenue Cafe Podcast by Breadcrumbs Hot Takes Live, Thomas Shields, a seasoned product marketing leader with over a decade of experience in the B2B SaaS world, takes us on a deep dive into the world of category creation. Thomas shares his valuable insights and a five-question framework to help businesses assess whether pursuing a category creation strategy is the right move. From the importance of positioning in existing markets to understanding shifts in audience needs and ecosystem building, Thomas provides actionable advice for those considering this high-risk, high-reward strategy. HIGHLIGHT QUOTES "We need to explore whether pursuing a category creation strategy is the right move. It's a decision that carries significant implications for the ultimate success of your business and products." "The increased risk being that the company will not ultimately succeed—this sort of bias in the data of the study is called survivorship bias." "Is there an ecosystem that we believe exists or can develop around this category? What does that look like? Well, it could be as simple as customers talking about the category, buying into it, discussing things online, like the unique challenges they faced and how old solutions don't work as well today." "Brute forcing this is really hard, unless maybe you're Apple and you have those kinds of resources, but you need to be really crafting your strategy to make sure you leverage your resources intelligently." You can find out more about Thomas in the link below: LinkedIn: https://www.linkedin.com/in/tlshields/ HOST: Armando Biondi GUEST: Thomas Shields Breadcrumbs Podcast