11/13/2025
Not having a clear category strategy is one of the biggest mistakes founders make.
People solve problems through categories first, everything else comes second. Without a clear category, buyers don’t know how to place you, or what makes you different.
Take Salt Fields Brewing, for example. They position themselves as New York City’s first Japanese craft beer. They took existing demand, Japanese beer, and carved out their own lane: Japanese craft beer made in NYC.
When you understand your category, it guides everything, brand, messaging, and strategy.
Stop competing. Start differentiating. Be the default choice.
Special shoutout to Camden Snowden and his team from University of California, Berkeley, Haas School of Business for blessing me with this sick sweatshirt. I appreciate yall!
#CategoryDesign #Founders #TheMisfits
11/13/2025
Not having a clear category strategy is one of the biggest mistakes founders make.
People solve problems through categories first, everything else comes second. Without a clear category, buyers don’t know how to place you, or what makes you different.
Take Salt Fields Brewing, for example. They position themselves as New York City’s first Japanese craft beer. They took existing demand, Japanese beer, and carved out their own lane: Japanese craft beer made in NYC.
When you understand your category, it guides everything, brand, messaging, and strategy.
Stop competing. Start differentiating. Be the default choice.
Special shoutout to Camden Snowden and his team from University of California, Berkeley, Haas School of Business for blessing me with this sick sweatshirt. I appreciate yall!
#CategoryDesign #Founders #TheMisfits
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