Q&A: 5 Principles Every Category Creator Must Follow

Josh shares 5 foundational principles that category creators can use to stay focused on the work that really matters.

It’s easy to lose your way when creating new categories, use these tools and insights to keep yourself, and your category, on track for success. They are:

• Is thinking happening?
• Are you creating something in the mind of the customer?
• Is it different?
• Is it interesting?
• Is it true?

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