Kyle is back on the show - this time we grill him on category creation, and finding a problem to market instead.

He should know, he saw a category and problem get created at Clari, and is running the playbook again at Copy.ai.

(00:00) - Introduction
(02:45) - The TLDR of Kyle's presentation at Exit5
(03:27) - Are you differentiated?
(06:44) - How are you going to get the sale funded?
(09:42) - The stupid & simple questions to ask
(15:30) - Practical Implementation and Results
(18:55) - Am I the GTM bloat??
(23:18) - The Copy AI Pitch
(25:03) - Creating a Category Narrative
(26:23) - The Lightning Strike
(27:42) - Focusing on the Problem vs. Category
(30:24) - What changes in the day to day?
(32:33) - Lessons Learned at Clari
(38:59) - Connecting Positioning to Demand Generation
(43:01) - The AI Tailwinds

Sources & mentions

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Don't create a category, do this instead (with Kyle Coleman)