• Table of Contents

  • The Category Kingmaker: Designing a Brand That Leads
  • Why Competing Is for Losers
  • The Problem with Playing in Existing Categories
  • What Is a Category Kingmaker?
  • Category Kingmaker Traits
  • The 3-Part Framework for Category Design
  • 1. Discover the Problem Only You Can Solve
  • 2. Create a Point of View (POV) That Polarizes
  • 3. Evangelize Relentlessly
  • Case Studies: Brands That Became Category Kings
  • 1. Airbnb: From Couchsurfing to Belonging
  • 2. Peloton: Fitness as a Lifestyle
  • 3. Gong: Revenue Intelligence, Not Sales Enablement
  • Common Pitfalls in Category Design

The Category Kingmaker: Designing a Brand That Leads

Most brands are playing checkers in a chess game. The real winners? They don’t just compete—they create the game. This article unpacks how to become a Category Kingmaker: the brand that defines the rules, owns the narrative, and leads the market. If you’re still trying to “differentiate” in a sea of sameness, you’re already behind. It’s time to stop chasing market share and start creating it. Welcome to the art (and science) of category design.

Why Competing Is for Losers

Let’s start with a truth bomb: “If you’re competing, you’ve already lost.” The brands that dominate don’t fight for a slice of the pie—they bake a new one. They don’t just win the game; they change the rules entirely.

Think about it. When was the last time you heard someone say, “I want a better taxi”? No, they said, “I’ll call an Uber.” That’s the power of category design. Uber didn’t improve taxis—they made them irrelevant.

The Problem with Playing in Existing Categories

Most companies are stuck in a race to the bottom. They’re optimizing for marginal gains in crowded markets. That’s not strategy—that’s survival. And survival isn’t sexy.

• They chase competitors instead of customers.
• They focus on features instead of framing.
• They try to be better, not different.

Here’s the kicker: even if you win in an existing category, you’re still just a better version of something old. That’s not leadership. That’s legacy.

What Is a Category Kingmaker?

A Category Kingmaker is a brand that doesn’t just lead—it defines. It creates a new space in the minds of customers and becomes synonymous with that space. It’s not about being first to market; it’s about being first in mind.

Category Kingmaker Traits

• Visionary Framing: They don’t sell products—they sell new ways of thinking.
• Language Ownership: They coin the terms that define the space.
• Market Education: They teach the market why their category matters.
• Strategic Patience: They play the long game, not the quarterly game.

Want examples? Salesforce didn’t just sell CRM software—they sold “No Software.” HubSpot didn’t just do marketing—they created “Inbound.” These aren’t product features. They’re category narratives.

The 3-Part Framework for Category Design

Category design isn’t a campaign—it’s a company strategy. Here’s how to build it:

1. Discover the Problem Only You Can Solve

Every great category starts with a problem that’s hiding in plain sight. Your job is to name it, frame it, and claim it.

• What’s broken in your industry that no one is talking about?
• What do customers hate but accept as normal?
• What’s the inconvenient truth your competitors ignore?

Example: Drift saw that forms were killing conversions. So they created “Conversational Marketing.” Boom—new category, new rules.

2. Create a Point of View (POV) That Polarizes

If your POV doesn’t make someone uncomfortable, it’s not strong enough. Category Kings don’t aim for consensus—they aim for conviction.

Your POV should:

• Challenge the status quo
• Offer a new lens on an old problem
• Be simple enough to spread, but bold enough to stick

Remember: a POV isn’t a tagline. It’s a manifesto. It’s the hill you’re willing to die on.

3. Evangelize Relentlessly

Category creation is 80% education, 20% execution. You have to teach the market why your category matters before they’ll buy into it.

That means:

• Publishing thought-provoking content (not fluff)
• Speaking at events, podcasts, and panels
• Training your sales team to sell the problem, not the product

And yes, it means being loud. Quiet brands don’t build categories—they get buried in them.

Case Studies: Brands That Became Category Kings

1. Airbnb: From Couchsurfing to Belonging

Airbnb didn’t just offer cheaper lodging. They reframed travel as “belonging anywhere.” That emotional shift created a new category: the experience economy.

2. Peloton: Fitness as a Lifestyle

Peloton didn’t sell bikes. They sold identity. They created a tribe of fitness-first professionals who didn’t have time for the gym. That’s category design with a side of sweat equity.

3. Gong: Revenue Intelligence, Not Sales Enablement

Gong didn’t just improve sales calls. They created “Revenue Intelligence”—a new way to think about sales data. Now, they own the narrative and the market.

Common Pitfalls in Category Design

Let’s be clear: category design isn’t for the faint of heart. Here’s where most brands screw it up:

• They confuse branding with category design. A new logo won’t save a stale strategy.
• They try to please everyone.</strong