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19min chapter
Clari: Michael Lowe on category creation
Content, Briefly
Navigating Category Creation and Marketing Strategy
This chapter explores the intricate process of category creation in a business, emphasizing the importance of pricing strategies and customer lifetime value. It discusses the shift from traditional content marketing to a more targeted approach that addresses specific business challenges, while highlighting the necessity of community and executive support. The speakers underline the difference between merely coining marketing terms and genuinely establishing a new category that meets audience needs and fosters collaboration.
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