Category Strategy

Create and own your new market category. 

If you're lost in a crowded market,

then it's time to create and own your category.

Product strategy defines how your product works. Company strategy defines how your organization works.  

Category strategy focuses on the problem that you are trying to solve in the market, and can be considered as a "container" for the problem, that only your company can solve. 

Category strategy isn't marketing. 

It's also not positioning. 

It's about creating something new. 

And different. 

Markets today are noisy, and the market leaders take all.

Category leaders can often take 80% of the market share and market valuation, leaving everyone else fighting for the remaining 20%. 


Achieving success up in a well-defined market is hard — as market leaders often take all.

Category leaders are everywhere. They stand out.

They lead in market share, usage and/or revenue.  


(And the followers—less so.)

Ride sharing: Uber

(vs Lyft)

Online search: Google

(vs Bing)


Microblogging: Twitter

 (vs Tumblr)

Social media: Facebook

(vs Instagram, SnapChat)

Productivity software: Office 365

(vs Google G Suite)

File storage: Dropbox

(vs Box, OneDrive)


Cloud services: AWS

(vs Azure, Google Cloud Platform)

Customer relationship management: SalesForce

(vs Dynamics 365)

Tablets: iPad

(vs Android tablets)

Category strategy

New problem


Focuses on the problem and category

No competition (It's a new space)

Category potential 

Category marchitecture


Category ecosystem 


Known problem


Focuses on the product and features

Positioning around your competitors  

Existing TAM 

Product roadmap 

Partner strategy

The category strategy workshop process will define a new category that solves your unique problem.

Contact us to learn more about category strategy. 

Learn about product & AI strategy. 

Based in Seattle WA, WorksMachine is strategic advisory firm for B2B tech companies and enterprises. We are a team of seasoned technology industry experts with deep startup and big company executive management experience.


We lead teams to define their AI, product and category strategies, accelerate revenue growth, and reach funding milestones and exits.

Contact WorksMachine

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