Overview
The most ambitious startups don't just enter existing markets - they create entirely new ones. This is hard, but the rewards are enormous if you succeed. Airbnb didn't just compete with hotels; it created the home-sharing category.
Company examples
- Red Bull - Created the energy drink category by introducing a caffeinated beverage marketed as a performance enhancer
- Dropbox - Pioneered easy-to-use cloud storage and file synchronization for consumers and businesses
- Gong - Established the Revenue Intelligence category by developing AI-powered software to analyze sales conversations
- Other: Netflix, Google, Airbnb, Uber, Amazon, Zendesk
Questions to consider
- - What unmet needs exist that don't fit into current product categories?
- - How could we combine elements from different industries to create something entirely new?
How to cite
Faster Than Normal. “Category creation Framework.” fasterthannormal.co/business-frameworks/category-creation. Accessed 2026.