The Newcomer’s Guide to Category Design How and When to Shift Your Company’s Focus from “Capturing Market Share” to “Building a New Category” Do you have an idea for a new product that doesn’t fall into any defined category? Have you been struggling to get traction or stand out from competitors in an existing category? If you occupy a leadership position in B2B SaaS, this guide will help you assess your company’s readiness for category design. It will also walk you through a process you can use to develop buy-in for this strategy across your company. 2