Josh Lowman
Founder & CEO of Goldfront, a San Francisco-based category design studio with extensive experience in creative and category strategy for tech companies.
Best podcasts with Josh Lowman
Ranked by the Snipd community
45 snips
Jun 5, 2025 • 1h 1min
Category Creation Playbook: How to Be Irreplaceable in B2B Marketing (with Josh Lowman)
Josh Lowman, Founder and Creative Director of Gold Front, dives into the art of category creation for B2B marketing. He discusses why most efforts fail and outlines the four paths to category leadership: create, transform, niche, or go solo. The conversation highlights the significance of defining irreplaceability and aligning brand strategy with market perception using examples like Drift and Notion. Josh emphasizes the need for a cohesive marketing approach that understands product ethos, helping companies stand out in a crowded landscape.
12 snips
Dec 8, 2025 • 1h 1min
How to be Irreplaceable in B2B Marketing (with Josh Lowman)
In this engaging conversation, Josh Lowman, Founder & CEO of Goldfront, shares his expertise on category creation in B2B marketing. He reveals why many companies fail at this and emphasizes the importance of becoming irreplaceable in the customer’s mind. Josh outlines four paths to category leadership and critiques the pitfalls of 'fake' category design. He also highlights how personal development fuels creativity, advocating for the power of vibe and soul in marketing over mere data-driven tactics.
