By BGprod Strategy · 2025-11-13
Should we position against competitors or create a new category?
Short answer
Create a category only when the buyer has no budget line for what you sell. Category creation is slow and expensive; it is worth it when the alternative is competing inside a frame that structurally favours the incumbent.
Outline: where the money would come from if the buyer said yes today.
Outline: education spend, sales cycle length, and the risk of building a market a competitor harvests.
A reputation, a pipeline, a market position, a launch. Pick a way in.