How to Create a Category with Kashif Mahbub

FiredUp! - The Startup Marketing Podcast

So many startups share the common dream of starting their own category and it's not hard to see why. It sounds so much more appealing to strike out on your own and define a new space instead of fighting for attention in a crowded field. But, is category creation all it's cracked up to be? Today’s guest, Kashif Mahbub has experience in creating multiple categories for different startups and is here to share some insight on creating a new category vs. slotting into an existing one. This week, episode 15 of the FiredUp! podcast is about how to create a category.

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In this episode of the FiredUp! podcast, Kashif Mahbub shares what is (and alternatively, is not) category creation and why it might be worth it for certain startups to go through the expensive and sometimes painful process of creating a category of their own.

Kashif Mahbub is the CMO at the customer experience automation company, Ushur. He has been instrumental in creating 3 categories for startups. Kashif is an award-winning marketer, most recently ranked in the top 30 most influential CMO in B2B by Finite. In a career spanning 20 years, Kashif has brought industry-defining products to a global market, built product and marketing teams, as well as functions from the ground up. He is also an advisor, helping tech startups establish brands that punch above their weight.

Kashif, Morgan, and Chris discuss:

• Why startups are willing to take the time and effort necessary to create a category.
• The first steps essential in category creation.
• Sticking to your company’s principles and values in the face of competition, keeping the focus on the solution for your customer.
• Offering unique value in an existing category vs. creating a category of your own.

Category creation is not a campaign, but rather the DNA of a company.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH KASHIF MAHBUB:

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Ushur

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LINKS MENTIONED IN THIS EPISODE:

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1. How to Create a Category with Kashif Mahbub (00:00:00)

2. Category creation requirements to be successful (00:02:24)

3. Examples of successful category creation (00:07:06)

4. Conflict is inevitable when introducing a new category (00:13:07)

5. Making category creation a part of a company's DNA (00:18:50)

6. Overcoming the challenges of being a new player in a crowded field (00:24:36)

7. Focusing on leveraging existing strengths and values (00:30:46)

8. The importance of staying ahead of new technologies (00:36:03)

9. Smart People, Dumb Questions Segment (00:44:44)

10. Fired Up Five Segment (00:49:32)