Category First Josh Lowman

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.

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?

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 

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 

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

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