Own Your Category

Josh Lowman
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  • Marketing
  • Updated weekly

Host Josh Lowman, and guests, share mini-masterclasses in category creation, strategy and brand design. Join us for Listener Q&A episodes and interviews with category creators at companies like Stripe, VSCO, Uber, and more.

  1. 16/01/2024

    Workshop: How to Fix Your Positioning

    Josh hosted a live workshop to help folks get their positioning back on track. Topics included:  The Three Hard Positioning Problems everybody faces.The best tool to fix each one. And why everything will fall into place when you master these tools. Josh has written the positioning for over 100 companies including Uber, Qualtrics and Gainsight. And he’s the founder of Gold Front, the category design studio.  Now let’s fix your positioning.

  2. 02/01/2024

    The Gold Front Category Design Canvas

    Josh shares the Gold Front Category Design Canvas, a tool that helps you ask and answer the essential questions for crafting great category strategy. Plus, there’s a Mario-themed mnemonic that makes the canvas easy to remember. This is the actual tool we use to help tech companies design new categories. Did we mention it’s Mario-themed?

  3. 19/12/2023

    Live Strategy: Anna Furmanov

    Join Josh and Anna Furmanov for live strategy work. Anna is the founder of Furmanov Marketing Consulting, who’s been called the “Marie Kondo of startup marketing”. Josh and Anna talk about: Gold Front’s category strategy.The unique problem Anna’s business solves. Giving the problem a name CEOs will connect with.And how to get more specific with language. A good show! Submit questions and subscribe to our newsletter here: categoryfirst.substack.com

  4. 05/12/2023

    WTF is Category Design?

    We are back! Josh explains category design. Topics include:  Why category design sometimes gets people so angry. Strategy is just thinking before you act. And category as a force multiplier for strategy.  Submit questions and subscribe to our newsletter here: categoryfirst.substack.com

  5. 01/08/2023

    Q&A: 5 Principles Every Category Creator Must Follow

    Josh shares 5 foundational principles that category creators can use to stay focused on the work that really matters. It’s easy to lose your way when creating new categories, use these tools and insights to keep yourself, and your category, on track for success. They are: Is thinking happening? Are you creating something in the mind of the customer? Is it different? Is it interesting? Is it true? Did you know there's a newsletter too? Check it out at: categoryfirst.substack.com

  6. 12/07/2023

    Q&A: You Gotta Feel It

    Josh answers listener questions about category creation. My boss, the VP of marketing, wants to test everything, even an Instagram story, and I think it's making us late to get content out. Have you dealt with this? What are the main signs that a Category POV is not working? Is designing a category sort of putting the cart before the horse? Submit questions and subscribe to our newsletter here: categoryfirst.substack.com

  7. 21/06/2023

    Five Laws for Un-boring Brands

    Josh shares 5 laws for branding to help you design original, interesting, and un-boring brands. Submit questions and subscribe to our newsletter here: categoryfirst.substack.com

  8. 14/06/2023

    How Josh Writes Strategy

    Josh shares his process for writing strategy. Submit questions and subscribe to our newsletter here: categoryfirst.substack.com

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About

Host Josh Lowman, and guests, share mini-masterclasses in category creation, strategy and brand design. Join us for Listener Q&A episodes and interviews with category creators at companies like Stripe, VSCO, Uber, and more.

Information

  • Creator
    Josh Lowman
  • Years Active
    2021 - 2024
  • Episodes
    47
  • Rating
    Clean
  • Copyright
    © 2021 Gold Front
  • Show Website
    Own Your Category