320 - Creating a Market Category with Kari Hanson, CMO at Robin

Why create a new category instead of competing in an already existing one?  This episode’s guest, Kari Hanson of Robin, is no stranger to creating, building, and scaling new things. Creating a new category is a great way to reframe the competitive landscape and requisition the status quo. There’s more than one way to solve problems, and your product could be the answer to it.  And, what should you do when it comes to positioning? There are a couple of ways to do it, from reframing how people usually think about topics to even looking at one specific feature that you have and others don’t.  Plus, when “thought leaders” are mentioned, who do you think of? Kari gives us her view and explains what problems thought leaders are facing.  If you’re a marketer who wants to learn more about being a first mover in a new space, this is the episode for you.  Follow Kari: LinkedIn: https://www.linkedin.com/in/karihanson/ Follow Daniel: YouTube: https://www.youtube.com/@themarketingmillennials/featured Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com