Situations
Category positioning
What do we do when the market has no word for what we sell?
Search rewards categories that already have a name. A company defining a new one has to be found through the words the market has today, while teaching it the word you want it to use.
How it shows up
- Your category name appears in your deck and nowhere in search volume.
- Buyers describe you using a competitor’s category, or the wrong one entirely.
- You are compared against products that solve a different problem.
- Analysts and AI systems put you in a bucket you do not want to be in.
What we look at first
- The words the market uses today, and how far they sit from the words you use.
- Where the comparison happens, and who is framing it.
- The bridge content that connects existing demand to a new definition.
- Which external sources decide how a category gets labelled.
Start with what the market can see.
A conversation is enough to know whether there is a gap worth closing.