Josh Lowman

Josh Lowman, a category design expert, explains how category design helps B2B startups define and lead new market categories by unifying product, marketing, and sales around a single, ambitious vision. He details a three-step process involving identifying a unique problem (the "Gap"), envisioning a future state, and naming the new category, citing Qualtrics' transformation from a survey company to an experience management leader as a prime example. Lowman emphasizes that successful category design requires internal alignment and a coordinated launch to achieve significant competitive advantage and valuation.