Positioning statements: examples of companies that created a new category for themselves

You can capture a strong position in the mind of the prospect by creating a new category and naming yourself number one. Here are a few fun examples of how some companies created new categories. And the rest is history.

Positioning statements: cracking the category

When crafting a positioning statement, one of the most challenging items is the category. When done well, new categories feel obvious. Here’s one of my favorite examples of a company that forever changed the way we watch television.