Ryan Carlson (ex-Wiz, Okta): Category Creation is Overrated

Released Friday, 2nd December 2022

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Ryan Carlson (ex-Wiz, Okta): Category Creation is Overrated

Friday, 2nd December 2022

Good episode? Give it some love!

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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

Mentioned in this episode:

Ryan Carlson, Chief Marketing and Strategy Officer at Wiz

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It takes 3 ingredients to build a software startup in today’s wild market: people, product and growth. Easier said than done. BUILD is here to help by featuring conversations between venture capitalist Blake Bartlett and the smartest folks in software. OpenView is a VC firm that invests in amazing companies like Datadog, Expensify and Calendly. Visit ov.vc for more details.

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