Market the Problem, Not the Category

Even the most well-known category creators focused on marketing the PROBLEM — not the category. This is one small example. Klaviyo recently started positioning themselves as the first B2C CRM. If you watch the first 5 minutes of their launch event video, you’ll see a great example of problem storytelling. Their founder, Andrew, talks about the time he built a skating rink in his back yard, the relationship he formed with a hardware store clerk, and the disappointing experience he had during one visit when that clerk wasn’t working. In a few minutes you can easily understand the problem that a B2C CRM solves.