In this book, Al Ries and Jack Trout present 22 immutable laws of marketing that are essential for understanding and succeeding in the international marketplace. These laws, such as the Law of Leadership, the Law of the Category, and the Law of Perception, emphasize the importance of being first in the market, creating new categories, and focusing on perceptions rather than products. The authors argue that violating these laws can lead to marketing failure, regardless of the resources or creativity invested. The book provides a clear path to successful marketing by adhering to these timeless principles.
Founder Brand is a book that explores the importance of building a strong personal brand for founders and executives. It emphasizes the power of authentic storytelling and consistent messaging to establish credibility and trust with target audiences. The book provides practical strategies and actionable steps for founders to leverage their personal brand to drive business growth and achieve their goals. It also delves into the importance of aligning personal and professional values to create a cohesive and impactful brand identity. The book is a valuable resource for founders and executives seeking to enhance their personal brand and leverage it for business success.
#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
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
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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Today's episode is brought to you by Knak.
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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
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The Exit Five CMO Podcast (Hosted by Dave Gerhardt) 
