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- 💎The Myth of "Category Creation"
💎The Myth of "Category Creation"
don't worry about being new...just be better.
Drafted Insights
November 15, 2024
There’s this myth that, to make a real impact, you have to “create a whole new category.”
Most early founders assume that success means inventing something radically different, but the reality is… you don’t need to create a brand-new market - you just need to make something familiar feel remarkable.
It’s often not the radical reinventions that win people over; it’s the small, smart improvements.
In truth, many of the most successful companies took something familiar and reimagined it in a way that resonated more deeply.
Let’s break it down.
True Innovation Often Starts Small.
Take Netflix. They didn’t create a new category; they took a simple concept - renting movies - and made it easier.
No late fees, no waiting in line, and eventually, no DVDs at all.
Bit by bit, they transformed something familiar into something transformative.
They started with what people already want and use.
That’s the part most founders overlook: solving real, everyday pain points is often more powerful than inventing from scratch.
Or think about Dyson..
Dyson didn’t invent the vacuum cleaner.
They just paid close attention to what people disliked about vacuuming - weak suction, clogging, clunky design.
By refining an ordinary product to remove frustrations, Dyson turned a household chore into something aspirational.
And Uber?
Didn’t invent transportation - they took taxis, streamlined the process, and put it on an app.
No more waving your arm on the curb or guessing when your ride will arrive.
They upgraded what was already there, and the impact was huge.
Forget Category Creation. Aim For Useful Evolution.
If you want to make a true market impact, start with questions like:
What do people already rely on that’s letting them down?
Where do existing solutions fall short?
What small but powerful tweaks would make life easier for customers?
How can you make an existing experience simpler, faster, cheaper, or smoother?
These aren’t flashy questions, but spending more time here than how you can change the world, will give you a much higher likelihood of offering products/services that win.
Most founder-types chase bold reinventions, but the most impactful companies often deliver an improved version of what people already use and trust.
The Real Secret Is Familiarity with a Twist
Most people don’t want something radically unfamiliar - they just want their lives to be easier.
If you can take a familiar concept, make it better, and do it in a way that feels intuitive, you’re already halfway there.
You don’t have to reinvent the wheel - just make the ride smoother.
Cheers,
Jack
P.S. Want to chat more? Happy to connect, just hit reply.
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