Design your own category by first making a unique POV

Designing a new category is not an easy task, but it is an essential one if you want to stand out and create a unique Point of View (POV). Many writers, creators, marketers, entrepreneurs, and businesses have approached content creation with a product-first mindset, believing that by being better, faster, smarter, or cheaper than the competition, they will succeed. However, this approach often leads them to stay firmly positioned in someone else’s shadow.

To have a radically different POV, you need to think outside the box and come up with something that no one else has ever thought of before. In this article, we’ll explore three ways to create a unique POV when designing a new category.

1. Change the subject of the category: The first way to create a unique POV is by changing the subject of the category. Many writers and businesses approach their content creation in a generic way, discussing general topics rather than something specific. By getting hyper-specific about the subject, you are writing about, you make it easier for readers to decide whether your content is exactly for them or not. For example, instead of writing about “business news” in general, you could write about news updates on small businesses in remote locations. The more specific you can get about the subject you are writing about, the more likely you are to attract readers interested in that specific area.
2. Change the outcome of the category: The second way to create a unique POV is by changing the outcome of the category. By changing the outcome you are helping the reader achieve, you are moving out of one category of subject matter and into another. For example, instead of creating content around “investing best practices,” you could write about and solve a different, even more specific problem, such as teaching readers how to navigate emerging cryptocurrency laws. This approach not only differentiates your content but also attracts readers who are interested in that specific outcome.
3. Change the audience of the category: The third way to create a unique POV is by changing the audience of the category. By niching down even further and changing who the content is for, you can radically change which category you are in. For example, you could write about “Investing 101 For Teenagers,” “Investing 101 For College Students,” “Investing 101 For First-Time Parents,” or “Investing 101 For Late Bloomers & Boomers.” Just by changing the intended audience, you can attract readers interested in that specific area.

The key to creating a unique POV is specificity. The more specific you can be about the outcome(s) you want your Superconsumers to achieve, and who those people are, the more differentiated you’ll be. When your POV is for everyone, it’s really for no one. Therefore, defining your category POV is crucial if you want to stand out in your industry.

However, defining your category POV won’t make a lick of difference if you don’t live it. Living your category POV means that you are living, breathing, and sleeping your product or service. You send a signal of confidence when you do this. Conversely, you send a signal of concern when you don’t.

In the mini-book, Living Your Category POV by the Category Pirates, it discusses how you can tell when a company is creating a new category. The simplest answer is to look at whether the founder(s) eat their own dog food, meaning that they use their own products and services. Here are a handful of amazing founders who do:

Jack O’Neill, inventor of the wetsuit, said, “I’m just a surfer who wanted to surf longer.” Joe De Sena, founder & creator of Death Race & Spartan, was inspired to create his own endurance races after becoming stranded in the Quebec wilderness during a 350-mile winter adventure race. Brian Chesky, one of the founders of Airbnb, started living on Airbnb to understand his customers better. These founders are living their POV, and as a result, they are creating what they are creating because it means something personal to them.

If you are not living your POV, your customers will sense it. They will know that you are not authentic, and they will not trust you. Therefore, it is essential to live your POV and be authentic in everything you do.

However, there are some tell-tale signs that a founder doesn’t live their POV. These signs include:

1. The founder surrounds themselves with other mercenaries. If the people around them are on the same mission, the founder is likely not living their POV.
2. The founder/company wants to fight for existing demand. If the founder is not focused on creating a new category, they are not living their POV.
3. The founder won’t eat it. If the founder won’t use their own products or services, they are not living their POV.
4. The founder/company is competing on one of any of the eight Category Differentiation Levers. If the entire existence of the founder/company is rooted in a comparison game against the existing Category King/Queen, they are not living their POV.
5. The founder/company is myopically focused on the Urgent & Important. If they are trying to catch demand or ride a wave whenever a new trend emerges, they are not living their POV.

It is also essential to know the tell-tale signs of a founder who lives their Category POV. These signs include:

1. The founder has a mission. If the founder has a clear mission, they are likely living their POV.
2. The founder is focused on creating a new category. If the founder is focused on creating a new category, they are living their POV.
3. The founder uses their own products or services. If the founder uses their own products or services, they are living their POV.
4. The founder/company is differentiating on all eight Category Differentiation Levers. If the founder/company is differentiating on all eight Category Differentiation Levers, they are living their POV.
5. The founder/company is focused on the Important but not Urgent. If the founder/company is focused on the Important but not Urgent, they are living their POV.

To create a unique POV when designing a new category, you need to change the subject, the outcome, or the audience of the category. The key to creating a unique POV is specificity. The more specific you can be about the outcome(s) you want your Superconsumers to achieve, and who those people are, the more differentiated you’ll be. However, defining your category POV won’t make a lick of difference if you don’t live it. You need to live, breathe, and sleep your product or service if you want to create something meaningful and authentic.

About the author: Shane Allen is an accomplished entrepreneur and marketer currently serving as the Director of Marketing at PickNik, a company that specializes in developing software for robotics both on Earth and in space. With a Bachelor’s degree in Industrial Design and a background in mechanical engineering and business, Shane brings a unique perspective to his role as a marketer.

He has successfully raised six large rounds of investment for his inventions as a CEO, has multiple patents to his name, and won multiple pitching events worldwide. His expertise in both marketing and product design has helped him to create innovative campaigns that drive growth and results for the teams he’s involved with.

When he’s not working, Shane can be found exploring the beautiful trails and mountains of Boulder, CO with his golden retriever Bandit. He is also an active member of the local startup community and is passionate about helping other entrepreneurs achieve success.