Creating a Category, from Pricing to Positioning
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February 24, 2018
with Martin Casado (@martin_casado), Michel Feaster (@michelfeaster) and Sonal Chokshi (@smc90) The purpose of category creation, argue the guests in this episode of the podcast, isn’t just about making a dent in the way companies work and changing what people do every day… it’s about setting the price. And with that, comes creating the concept in people’s heads, defining the value, and setting the rules of the game. But when you’re going for a big change, you have to play by the current rules of the game, too. And to make things even more complicated, theories about how “IT is dead” — or the conviction that companies and departments beyond IT will become empowered through software — are still very much in transition. Somehow we don’t talk about that enough. That means startups need to do everything in two phases: for the now, and for the later and towards two constituencies: both direct lines of businesses and IT. So what does that mean for startups trying to navigate a complex enterprise, including…