Michael Lowe, Senior Director of Corporate Marketing at At-Bay and former leader of category creation at Clari, shares his insights on the nuances of creating new business categories. He discusses the significant difference between coining terms and true category creation, highlighting the vital role of community and support. Lowe reveals the challenges of educating the market and developing targeted content strategies that genuinely address audience needs. Listeners will find valuable lessons on navigating pricing strategies and evolving their marketing approaches.