How to Position Your SaaS When You're Not a Category Creator

Category creation is the positioning strategy that gets the most LinkedIn posts and works for the fewest companies. When Drift coined "conversational marketing" in 2016, they named a problem the market had not yet labeled, built a content movement around that name, and trained buyers to evaluate the space using Drift's vocabulary. When HubSpot's co-founders coined "inbound marketing" starting around 2006, they executed the same play: defining an enemy (outbound interruption tactics), creating a