Q&A: The Three Deadly Sins of Category Creation

Josh answers listener questions about category creation.

• What are the biggest mistakes you see category creators make?
• Have all these hype-first startups like Theranos, WeWork, FTX, etc. made investors skeptical of companies that lead with story? How do you communicate that a company is more than just hype?
• What's the difference in the way you approach category design for a B2B client vs. a B2C client.

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