In this episode of The SaaS Brand Strategy Show, hosts Mike Geraci and Dustin Robertson are joined by Adam and Teymour from DashLX to discuss the challenges and successes of introducing a new category into the market, specifically focusing on the concept of "Lived Experience (LX)" data in the sales process.

Adam and Teymour share their journey from inception to successful sales, providing insights into when and where category strategy helps and where and when it can be an impediment:

- The challenges and benefits of defining and selling a new category, "lived experience" data.

- Practical approaches to integrate the new category into existing market demands and budget structures.

- The concept of 'zero-party data' and how trusted relationships with customers create a access to a new category of data previously unavailable.

DashLX's Lived Experience (LX) category strategy provides a unique and compelling narrative and vision that differentiates Dash LX from competitors, allowing them to secure large contracts and build a trusted relationship with customers. However, when potential clients are more focused on immediate, transactional needs rather than the long-term vision, Teymour and Adam have to balance the aspirational aspects of category creation with practical, short-term solutions that meet current market demands.

A conundrum regardless of what category you work and play in.