Gartner Research

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

Published: 16 May 2017

ID: G00329249

Analyst(s): Ed Cordin

Summary

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

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Crystallize 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?
  • Manage Through Using 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

Conclusion

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.