Can you really "create" a new category?

At the end of the day, "categories" are established in the customer's mind.

There are brands that helped establish entire categories:

Apple 👉 Smartphones

GoPro 👉 Action Cameras

Airbnb 👉 Home Sharing

These brands may not have been the first to produce products within each category, but their ability to create excellent products and raise market awareness attracted more customers than their competitors — thus, they've effectively created their own categories in which they operate.

– Charles

Song of the day
I Bet on Losing Dogs by Mitski