This weekend, I wore my "mad scientist" hat and created an Espresso Martini using Baileys and Vodka.

While I may not be a cocktail virtuoso, with some creativity and a dash of daring, I created a cocktail that turned out great.

A delightful surprise that even had my taste buds applauding.

One of those things that makes you wonder, what else can I make?

Anyway, let's get back to business.

The Art of Category Domination

As the leader of your company, you're navigating uncharted waters.

In your quest for growth, there's a secret weapon you may not be giving enough attention to - positioning.

A successful company and visionary marketing leader aren't chasing shiny new channels or quick fixes.

They're tuning into something bigger - positioning. Often overlooked, this is the compass that sets your company on a path to success.

But here's the kicker - "better" isn't good enough!

Trying to be better in a world where everyone claims to be better is like shouting into the void.

Let's soar above the mundane and break free from the pack.

Don't just be better, be DIFFERENT. It's there where the magic happens.

Now let's examine the core of category design.

In essence, it's about cracking the code of an unsolved problem and revealing its ripple effects in the landscape.

Suddenly, like a hero entering the scene, you reveal the solution - not just any solution, but a whole new category of product or service. You eliminate the competition in one fell swoop after creating a category of one.

What is the secret to crafting this revolutionary formula?

Think of it as a symphony of change in context that points to the void and unleashes innovation. Imagine trading in your old, worn-out solutions for ones that are more appropriate for today's dynamic environment. That's context change.

Once you identify what's "missing," let your innovation flag fly high, offering a solution that's both innovative and effective.

Speaking of innovation, take a moment to soak in the wisdom shared by John Rougeux on LinkedIn recently. In his post, he showcased an example of a company that followed these principles and provided a clear blueprint of the “category formula”.

Category design is based on the heart-pounding power of storytelling.

At the heart of category design is a story – a story is called the Point of View (POV).

Each POV is a carefully constructed narrative that first lays out, in detail, the unsolved problem and its ramifications, then introduces the solution (i.e., the category of product or service), and describes how that solution will solve the problem.

The POV ends by showing how much better things will be now that the solution is here.

Weaving a narrative that grabs your audience by the collar and propels them on a journey isn't just about saying, "Here's what we've got.".

Explain why they need your product, and how it can transform their lives, and eliminate their struggles.

It's an art form that paints the problem, introduces the solution (your groundbreaking category), and leaves them longing for a better future.

Be different, shift your perspective, and tell stories that resonate in boardrooms (and bedrooms).

Category design is more than a strategy; it's a secret weapon.

B2B Creator-Led Marketing Agencies

We're about to witness the meteoric rise of B2B Creator-led marketing agencies in the not-too-distant future! 💼🎥

There aren't any regular Joe marketers here - oh no!

These are brilliant minds who, just a few years ago, may have chosen the cozy consultant or advisor route to showcase their skills and experience.

In this brave new world, these savvy cats are carving out their niche by owning a slice of the audience pie, courtesy of their magnetic influence and vibrant communities.

What's the secret sauce, you ask? 🤔

Simple: audience ownership.

That's the golden ticket these masters hold, setting them apart from the traditional marketing agencies we're accustomed to.

Get ready for the B2B Creator-led agency revolution!

The kicker is this: scaling isn't for the faint of heart.

A creator's path is often a solopreneurship or a tango with a fellow visionary, rather than an orchestra of bigwigs.

Don't get me wrong, collaboration is key! Bringing unparalleled results to their clients, these aces team up to divide and conquer.

Are you ready for the showdown? While traditional marketing agencies may swoop in for a piece of the action, this shift is set to gobble up market share like Pac-Man!

How do you feel about this grand prophecy? Are you prepared for the B2B Creator's takeover, or do you think the old guard will survive?

Let the great marketing showdown begin! 💥📣

Interesting Thing(s) That I Read This Week

This is a marketing insight from Christopher Lochhead, not a political commentary 👇 👇

And this -

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

Also, let’s connect on Twitter, LinkedIn, or TikTok.

Cheers,

Vivek

PS. I love you ❤️