#252 Category Creation | Dave is joined by Josh Lowman, Founder and Creative Director of Gold Front, a category design studio that’s worked with brands like Uber, Notion, and Qualtrics. Josh is a leading voice in strategic brand positioning and category creation. He’s spent over a decade helping high-growth B2B companies define what makes them irreplaceable in crowded markets.
Dave and Josh cover:
- Why most category creation efforts fail (and what to do instead)
- The four real paths to category leadership: create, transform, niche, or go solo
- How B2B marketers can align product, brand, and messaging around a single strategy to stand out and scale
Whether you're launching a new product or repositioning an existing one, this episode is a masterclass in strategic clarity.
Timestamps
- (00:00) - – Intro
- (02:38) - – Josh’s backstory and founding Gold Front
- (05:53) - – How Gold Front became a category design studio
- (08:08) - – What “category creation” really means
- (11:23) - – Why being irreplaceable is the real goal
- (14:28) - – The four paths to category leadership
- (18:13) - – Why Drift didn’t succeed in creating a true category
- (22:08) - – Clay and Notion as category-of-one examples
- (24:58) - – Marketing vs. actual customer perception
- (29:34) - – Can Exit Five be more than the “Dave Gerhardt community”?
- (32:29) - – How to scale brand DNA beyond the founder
- (35:19) - – Defining Exit Five’s ethos as a company
- (37:39) - – Strategy as a company-wide unifier
- (40:29) - – Advice for CMOs on driving strategy with CEOs
- (43:04) - – Why strategy is always the root cause
- (44:34) - – Vibe marketing and the rise of right-brain thinking
- (47:19) - – Josh’s mental health journey and long-term therapy
- (50:49) - – LinkedIn, self-worth, and staying grounded
- (53:19) - – Weightlifting, discipline, and mental clarity
- (56:19) - – Daily habits that improve mindset
- (59:34) - – What 30 days of silent meditation does to your brain
- (01:04:19) - – Final thoughts on presence, self-work, and leadership
Send guest pitches and ideas to hi@exitfive.com
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Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership
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