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CEO Perspectives: Creating a Category for Disruptive Tech

Insight Partners / March 2, 2020

What happens when you're selling a disruptive technology that doesn't fit into a known category,  Gartner MQ, or a line in the budget? How do you get other businesses to understand the problem you’re solving? Similar to a number of Insight portfolio companies, this was a challenge that Yoobic had to face as a new player in the retail industry.

In this webinar, the CEO of Yoobic and the CEO of Atreo will discuss how category design is a crucial part of disruptive technology branding.

You Will Learn How To:

  • Define and name the WHAT before everything else
  • Create a sense of urgency around an unaddressed problem
  • Design a new category to tackle the problem that we’ve just defined
  • Build a compelling brand story that will make people listen
  • Use visual storytelling to cut through the noise.

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