Ryan Carlson (ex-Wiz, Okta): Category Creation is Overrated

Every startup wants to create a category. This is often a mistake. Or at least it’s prioritized too early by many founders and marketers. Ryan Carlson, longtime CMO at Okta, explains why this falls flat with customers and what to do instead.

Key Takeaways:

• [00:31 - 01:53]  A noted skeptic on category creation
• [01:54 - 02:15] Everybody wants to be a category creator
• [02:16 - 03:19] Focus on how they're better than the alternative

Mentioned in this episode:

Sign up for OpenView's weekly newsletter

Ryan Carlson, Chief Marketing and Strategy Officer at Wiz

LinkedIn

Twitter

Subscribe to Blake Bartlett on YouTube.

Podcast produced by OpenView.

View our blog for more context/inspiration.

OpenView on Linkedin

OpenView on Twitter

OpenView on Instagram

OpenView on Facebook