Gartner Research

Tech Go-to-Market: Positioning Your Product When There's No Immediate or Apparent Category

Published: 21 December 2015

ID: G00290924

Analyst(s): Ed Cordin


Concluding there is no immediate or apparent category for your product has implications for its success. Category is a key anchor for positioning. It shapes how your ideal buyer will relate to and perceive your offer and differentiation. Product managers can use this note to optimize their approach.

Table Of Contents
  • Key Challenges



  • Review Your Stance on "No Category"
    • Is There Truly No Category?
    • Are We Creating the Category?
    • Is Our Business Model Category Overshadowing the Product/Service Category?
  • Review Product/Service Category Basics
    • Examine Your Timing and Its Consequences
    • Check Your Whole Product Alignment
    • Use Authentic Adjectives
    • Be Clear on Category and Competitive Alternative
  • Ensure the Connection Becomes and Remains Dynamic
    • Advocate to Alchemist
    • Adjacency
    • Aggregation


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