#50 Breaking the Mold: Lessons From a Category Creation Expert, with Joe Sawyer (CMO, Mirakl)

In this episode, Arthur delves into Category Creation with his guest, Joe Sawyer, the Chief Marketing Officer of Mirakl, a renowned enterprise marketplace SaaS platform that has become one of the most valuable private software companies in Europe.

Listen out for:

• Importance of balancing vision and execution.
• When should companies start with category creation?
• How to compete against category creators.
• Elements of category creation.
• Challenges of category creation.
• Whether category creation is the right strategy for businesses.

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