How Category Creators Win: Lessons in Making the Complex Simple
From Salesforce to Slack, these companies have reframed problems to redefine entire industries.
by Lauren Parker, President & CEO, Slide Nine
Creating a new category isn’t just about building a better product. It’s about changing the way people see the problem in the first place. The companies we now think of as disruptors didn’t just innovate a product or service — they reframed the experience. They gave us new language, new context, and a new standard for what “good” looked like. None of these companies were just selling software, rides, or insurance. They were selling a shift in thinking.
Having worked with organizations trying to disrupt or redefine their space, I’ve seen what it takes for people not only to understand a new solution, but to believe in it. The most successful category creators share a few patterns:
1. Name the problem in a way that feels new.
They don’t just solve pain points — they reframe them. The old way isn’t just inconvenient; it’s outdated and risky.
2. Make the old way look risky.
What’s at stake if nothing changes? Lost money, lost trust, lost compliance. Drawing comparisons to other industries often makes the point hit harder.
3. Coin a clear, ownable category name.
When you own the language, you own the conversation. HubSpot created “inbound marketing.” Gong introduced “revenue intelligence.” Owning the language means owning the conversation.
4. Create a “better future” story.
The strongest pitches aren’t about features; they’re about vision. A world where communication flows, claims are instant, or transportation is seamless. In category creation, the future is the product.
5. Educate relentlessly.
Because there’s no budget line item for something that doesn’t exist yet, category creators become educators. They publish, speak, debate and repeat until the market shifts.
6. Build an ecosystem of believers.
Movements don’t happen in isolation. Advisors, partners, and advocates amplify the story when they’re armed with the right tools and conviction.
Category creation is as much about narrative as it is about innovation. It’s not enough to build something new — you have to change the lens through which people see the problem, make the old way look unacceptable, and paint a picture of a better future. In other words: the category belongs to the one who tells the most compelling story.
Salesforce: Cloud-based CRM
Uber: On-demand rideshare
Airbnb: Peer-to-peer lodging
Peloton: Connected fitness
Slack: Workplace messaging
Lemonade: AI-driven insurance