<description>&lt;p&gt;In the early 2020s, it was easy to mistake category design for a marketing exercise. A new name, a sharper narrative, a brand refresh, and job done.&lt;/p&gt;&lt;p&gt;But as we enter a post-SaaS world, that thinking no longer holds. Category leadership isn’t built by fast-following or ripping off existing winners. It’s earned by defining the future problem space before competitors even realise it’s emerging.&lt;/p&gt;&lt;p&gt;Today, we explore what it really takes to lead a category in 2026.&lt;/p&gt;&lt;p&gt;Also in this episode: We’ll dig down into all the things that can go wrong on your category journey, and we’ll be reviewing the relationship status of Category creation and VCs&lt;/p&gt;&lt;p&gt;What to look forward to:&lt;/p&gt;&lt;p&gt;00:33 Category creation in a post-SaaS, post-SEO tech world&lt;/p&gt;&lt;p&gt;17:51 So you’re on a category journey - what can possibly go wrong?&lt;/p&gt;&lt;p&gt;43:30 The “Dead in the Water” Trap - the new relationship between VC and Category&lt;/p&gt;&lt;p&gt;There is more information on how to design your category &lt;a href="https://www.becategorical.com/blog/" rel="noopener noreferrer" target="_blank"&gt;on our blog&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Follow us on LinkedIn:&lt;/p&gt;&lt;p&gt;&lt;a href="https://www.linkedin.com/in/pmaher/" rel="noopener noreferrer" target="_blank"&gt;Paul Maher &lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://www.linkedin.com/in/jonathansimnett/" rel="noopener noreferrer" target="_blank"&gt;Jonathan Simnett&lt;/a&gt; &lt;/p&gt;&lt;p&gt;Want to create a podcast for your business or brand? Contact &lt;a href="https://FlamingoMedia" rel="noopener noreferrer" target="_blank"&gt;Flamingo Media&lt;/a&gt; to make it happen. &lt;/p&gt;</description>

The Difference Engine | B2B Category Design | Private Equity | Venture Capital

Categorical

68. The Definitive Guide to Category Leadership in 2026

JAN 14, 202661 MIN
The Difference Engine | B2B Category Design | Private Equity | Venture Capital

68. The Definitive Guide to Category Leadership in 2026

JAN 14, 202661 MIN

Description

In the early 2020s, it was easy to mistake category design for a marketing exercise. A new name, a sharper narrative, a brand refresh, and job done.But as we enter a post-SaaS world, that thinking no longer holds. Category leadership isn’t built by fast-following or ripping off existing winners. It’s earned by defining the future problem space before competitors even realise it’s emerging.Today, we explore what it really takes to lead a category in 2026.Also in this episode: We’ll dig down into all the things that can go wrong on your category journey, and we’ll be reviewing the relationship status of Category creation and VCsWhat to look forward to:00:33 Category creation in a post-SaaS, post-SEO tech world17:51 So you’re on a category journey - what can possibly go wrong?43:30 The “Dead in the Water” Trap - the new relationship between VC and CategoryThere is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.