It feels like every startup wants to create a new category. 

Category creation has become the holy grail — but it’s not the only way to win.

Differentiating your company within an emerging category can be just as powerful.

(And it’s not all on you to explain what your new category means.)

In the final episode of Season 2, Jason Gatoff, VP of Product Marketing at Pendo, shares a ton of great advice, including:

--- Why colleagues and key stakeholders should be part of your messaging journey

--- How to level up your messaging by collaborating with your content and brand teams

--- Why you should never call your company a leader (leave that to the analysts and review sites)