Every startup wants to create a category. This is often a mistake. Or at least it’s prioritized too early by many founders and marketers. Ryan Carlson, longtime CMO at Okta, explains why this falls flat with customers and what to do instead.

Key Takeaways:

• [00:31 - 01:53] A noted skeptic on category creation
• [01:54 - 02:15] Everybody wants to be a category creator
• [02:16 - 03:19] Focus on how they're better than the alternative

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Ryan Carlson, Chief Marketing and Strategy Officer at Wiz

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