Defining ethos to guide product decisions

#310 Category Creation | In this episode, Dave Gerhardt digs in with Josh Lowman, Founder & CEO of Gold Front, to unpack what “category creation” actually takes, why most companies get it wrong, and how the best brands win by owning a spot in the customer’s mind. They get into the four real paths to category leadership, the trap of “fake” category design, why vibe and soul still beat spreadsheets, and how personal development quietly powers great marketing. If you’re building a B2B brand and trying to stand out in a market that feels painfully same-same, this one hits exactly where you’re stuck.

Timestamps

• (00:00) - – Dave’s Intro
• (03:22) - – Why Category Creation Got So Noisy
• (07:40) - – The Real Goal: Becoming Irreplaceable
• (12:26) - – How Customers Actually Form Categories
• (16:55) - – The Four Paths to Category Leadership
• (23:13) - – The Trap of “Fake” Category Design
• (28:56) - – Product Reality vs. Marketing Narrative
• (35:32) - – Why Vibe, Soul, and Taste Still Win
• (41:46) - – Community as a Differentiator
• (46:23) - – Josh on Therapy, Mindset, and Creative Clarity
• (52:15) - – Final Takeaways for B2B Marketers

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