On Category Creation, Languaging, and Why Competition is for Losers
Friday 5: Five Weekly Lessons from Bestselling Books, Essays, and Lectures
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How to Create a Provocative Category
Sally Kohn: To develop your true north point of view on your category, there's a simple three-step process in this I really like. In the book, they just call it frame it, name it, claim it and those are the same steps I'm using here. The first one is to paint a picture of the world you want to create and figure out your role in that world. When it comes to naming it, again, this exercise is find two to three words that most powerfully and provocatively communicate your point of view.
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