You've Got to Be the Leader, Right?

• What makes a category? [0:37]
• The leading indicator? Everyone thinks you're crazy. [5:36]
• Can you create a category whole cloth? [7:02]
• How to create a category [12:05]
• The best category creation CEOs are product marketers [15:55]
• Category creation tactics: certification programs [18:54]
• Category creation tactics: persona-based storytelling [22:17]
• Is there a repeatable way to make a category? [25:35]
• The role of the CTO and product teams in creating the message [29:22]
• How do you structure product marketing? [45:16]

This is an excerpt from the a16z Clubhouse show a16z Infra. To catch full episodes of the show, follow the a16z Club on Clubhouse.