Lenny's Podcast: Product | Growth | Career cover image

Lessons from Airtable’s unconventional growth strategy | Zoelle Egner

Lenny's Podcast: Product | Growth | Career

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Creating a New Category is Not Worth It

Creating your own category in product marketing may seem like the epitome, but it is often a waste of time. Having a small niche with no competitors is not how buyers work. However, there are effective alternatives that give the illusion of category creation.

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