Category First cover art

Category First

Category First

By: Josh Lowman
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About this listen

Host Josh Lowman, and guests, share mini-masterclasses in category creation, strategy and brand design. Join us for Listener Q&A episodes and interviews with category creators at companies like Gong, Squarespace, Zapier and more.

2021 Gold Front Art Economics Leadership Management Management & Leadership Marketing Marketing & Sales
Episodes
  • Workshop: How to Fix Your Positioning

    Workshop: How to Fix Your Positioning
    Jan 16 2024

    Josh hosted a live workshop to help folks get their positioning back on track. Topics included: 

    • The Three Hard Positioning Problems everybody faces.
    • The best tool to fix each one. 
    • And why everything will fall into place when you master these tools.

    Josh has written the positioning for over 100 companies including Uber, Qualtrics and Gainsight. And he’s the founder of Gold Front, the category design studio. 

    Now let’s fix your positioning.
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    31 mins
  • The Gold Front Category Design Canvas

    The Gold Front Category Design Canvas
    Jan 2 2024

    Josh shares the Gold Front Category Design Canvas, a tool that helps you ask and answer the essential questions for crafting great category strategy. Plus, there’s a Mario-themed mnemonic that makes the canvas easy to remember.

    This is the actual tool we use to help tech companies design new categories. Did we mention it’s Mario-themed?
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    10 mins
  • Live Strategy: Anna Furmanov

    Live Strategy: Anna Furmanov
    Dec 19 2023

    Join Josh and Anna Furmanov for live strategy work. Anna is the founder of Furmanov Marketing Consulting, who’s been called the “Marie Kondo of startup marketing”.

    Josh and Anna talk about:

    • Gold Front’s category strategy.
    • The unique problem Anna’s business solves. 
    • Giving the problem a name CEOs will connect with.
    • And how to get more specific with language.

    A good show!

    Submit questions and subscribe to our newsletter here: categoryfirst.substack.com 
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    35 mins
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