Our company's greatest invention was the market itself.
Category Creation
Core Principle
Jensen Huang's Category Creation strategy means you don't compete in an existing market -- you create a new one where you're the only player. Instead of fighting for market share, you define the market. When you name the category, you set the rules, and you become the default choice before competitors even understand what's happening.
Step-by-Step Execution
Example in Action
You: Let me ask you something -- what category would you put your current analytics solution in? Prospect: I guess... business intelligence? Data analytics? You: Exactly. And that's the problem. BI tools were built to tell you what happened. What you actually need is Decision Intelligence -- a system that tells you what to DO. That's a completely different category, and most companies don't even know it exists yet. We coined the term because we built the first platform purpose-built for it. Your competitors are still buying dashboards. You could be buying decisions. Prospect: I've never heard anyone frame it that way. You: That's because the category is brand new. And the companies that define it will dominate it.
Practice this technique with an AI-powered roleplay scenario.