---
title: "Category Creation: How to Build a Movement"
url: https://metadata.io/resources/podcasts/category-creation-how-to-build-a-movement
description: "Demand Gen U podcast featuring Sydney Sloan, Nick Mehta, and Mike Volpe on category creation strategies for B2B companies."
source: metadata.io
---

In this episode of Demand Gen U, host **Jason Widup**, VP of Marketing at Metadata, is joined by **Sydney Sloan** (Executive in Residence at Scale Venture Partners), **Nick Mehta** (CEO of Gainsight), and **Mike Volpe** (Senior Advisor at Silversmith Capital Partners) to explore what it takes to create a new market category.

## Episode Summary

The episode explores category creation as a distinct challenge from solving existing problems. The discussion covers what category creation entails, its various phases, and when it becomes necessary for business success.

## Key Takeaways

### 1. Solving New Problems

Category creation addresses problems people haven’t yet recognized. Many companies perceived as category creators actually redefined existing categories rather than inventing entirely new ones.

### 2. Essential Steps for Success

- Define the category clearly (what it is and isn’t)
- Educate the market extensively
- Encourage others to join the movement
- Work with analysts pre-launch
- Invest in strategic planning

### 3. Total Commitment Required

Category creation demands complete dedication—not a secondary initiative. Leadership must consistently communicate the category’s importance across all interactions.