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Creating a category in which you lead and dominate is often seen as the Holy Grail of business. It’s especially seductive if you believe that the analysts don’t really understand how special and differentiated your offering is.

One of the most frequent questions we get from our clients is, “Should we be working to create a new category, and if yes, how do we do it?”

In most cases, the answer to that question is “No, you should not be trying to create a new category. Your product or service isn’t new category material, and that should make you happy because creating a new category takes a long time and it’s a huge amount of work.”

In this webinar, we will discuss:

– How to identify whether you should be creating a category
– What to do if you shouldn’t
– What to do if you should

As a team of former senior analysts, with over 100 years collective experience at Gartner, we have extensive experience gained on the other side of the table and to be able to share our experience of how to handle areas like this. With an NPS score of +83, we have proven that we can use that knowledge to help our clients to get a strong ROI from their engagement with the analyst community.

Join our senior analysts, Anne Lapkin and Jane Doorly, to find out more about they whys, whens and hows of category creation.

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