Josh talks to Paul McDonnell, Vice President at one of the world's largest private equity firms, Insight Partners, about the qualities and mindset that successful category creation teams must have. In his work at Insight's Marketing Center of Excellence, Paul has seen inside many different category leadership teams, including successes like Bizzabo, Chargebee, OwnBackup, and more, and speaks first hand to what will make or break a new category. Some highlights: 

• What it means to have the right culture for category creation. 
• Getting the right people in the room before you start.
• Why humility is essential to creating good category strategy. 
• And how category creators can start using AI today.  

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