035 | The Most Powerful Component of Category Creation with Mark Organ | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

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The Episode in 60 Seconds

What does working with CEOs have in common with driving category creation? You must have a compelling vision.

Mark Organ, the creator of Eloqua and other companies, joins John Farkas for a discussion about:

• The challenges of founding companies
• Why some leaders don't want to define a category
• The most important factor in marketing: your customer telling others
• And more

Our Guest

Mark Organ is the CEO of Categorynauts. He helps companies create and dominate new categories. He also coaches CEOs to achieve their goals in business and life. He founded Influitive and is the author of the book, The Messenger is the Message: How to Mobilize Customers and Unleash the Power of Advocate Marketing. Leaders throughout North America and Asia know Mark as a go-to-market consultant for SaaS companies who, most famously, founded and led Eloqua, the undisputed leading Enterprise marketing automation and CRM powerhouse now operated by Oracle.

 

Show Notes

You can reach Mark Organ at his LinkedIn profile or by emailing him directly.

When you have the opportunity to lead the conversation, then you have the opportunity to lead the conversation. That demonstrates you have the competence, command and courage to lead. — John Farkas

Mark Organ believes that leaders who can create categories aspire:

• To be a great leaders
• To build an amazing new markets
• To build incredible wealth for other people

They are much more excited about their category vision than they are about amassing personal wealth.

The most powerful component of category creation is the underserved hero. The underserved hero is a customer who plays an important role. That role will be different for each category, but don't miss identifying your underserved heroes and rewarding them.

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Golden Spiral has a number of free resources about differentiation and category design:

The Real Market Value of the Soul of Your B2B Brand

Positioning Worksheet

4 Important Steps to Crafting a Powerful B2B Point of View

Seven Steps to Create a Strategic B2B Competitive Analysis

Free Download from Anthony Kennada

Further episodes of Healthcare Market Matrix

Further podcasts by Golden Spiral, Shaping Technology Marketing

Website of Golden Spiral, Shaping Technology Marketing