The segment within which your business trades.
Or the segment within which your employer trades.
How are you taking your category forward?
How are you progressing it?
How are you changing your entire category for the better?
What is it you’re doing that makes the rest of the category sit up and listen?
What are you doing that makes the rest of the category feel like they have to ‘keep an eye on you’?
Impressed by your foresight and your endeavour.
For the avoidance of doubt.
Here are examples of categories.
Always Wear Red is in an existing category called Premium Hand Knitted Jumpers.
ANGELFYSH is in an existing category called Brand Communications.
50odd is in an existing category called Personal Blogging.
(I state ‘existing’ because categories can be created.
But you need an entirely different approach to, well, virtually everything if you create a category.
That’s another story).
There is a reason that I am asking you about how you are taking your category forward.
It is because someone or maybe a few people will be being pioneering in your category.
I say a few people because categories can be progressed in several ways at the same time.
More than just one person in a category can be hungry to change the category.
And I was just wondering whether one of those people was you?
And how you articulate, and work to deliver on, the change that you want to make?
Take It Forward.
I am taking the Premium Hand Knit Jumper category forward by changing the relationship people have with the clothing they buy and wear.
I am taking the Brand Communications category forward by behaving like an un-agency. I am doing the opposite of what most agencies do. Flushing out bad and outdated practices where the client loses.
I am taking the Personal Blogging category forward by leading by example. Blogging to as high a standard as I can. Every single day. Telling my story. So others are encouraged to tell their story too.
When you know how you are taking your category forward.
It feels like ‘passion-plus’.
It feels like a moral responsibility.
You look people in the eye when you articulate the change you’re trying to make.
And they are interested.
Because you are interesting.
You stand square-on as you talk to them.
Your eyes widen as you speak.
And you are consistent.
You are laser-like with your language.
You are bullet proof with your reasoning.
Because your planning is thorough.
Because you care.
Because the change you care about making matters to you.
And it matters to them.
Which category are you in, first of all?
And how are you taking it forward?
Over to you.