Barbra Gago (00:00): When you're building a category, you need to make sure that there is a category that's validated by analysts and directory sites and things like that. But also, you want to have a lot of traction in terms of thought leadership like why is this the category? What are the unique value propositions of this particular thing? What are the pain points it solves? And then of course, getting a lot of content around because when you're generating a new category, you're also needing to educate buyers that there is a category that they can now budget for and why they should allocate budget for that. Lenny (00:40): Welcome to Lenny's podcast. I'm Lenny, and my goal here is to help you get better at the craft of building and growing products. I interview world class product leaders and growth experts to learn from their hard learned experiences, building and scaling today's most successful companies. Lenny (00:54): Today, my guest is Barbra Gago. Barbra was chief marketing officer and global head of Marketing at Miro where she helped build their global brand and create a whole new software category for the space. Before that, she was VP of marketing at Greenhouse where she brought the product to market and led their go-to market strategy. And she was also head of marketing at CultureAmp where she helped build their go-to market plan and close their first 50 customers. Lenny (01:18): In our conversation, we focus on three topics: creating your own category, when it makes sense to explore that, when to avoid it and how to go about it; building your brand and rebranding when it makes sense to, and building opinionated software. I've never seen a post or a podcast get as deep into category creation or rebranding, and I'm confident that you will learn something valuable from this podcast. With that, I bring you Barbra Gago. Lenny (01:46): This episode is brought to you by AssemblyAI. If you're looking to build powerful AI-powered features in your audio or vid...