CEO Perspectives: Creating a Category for Disruptive Tech


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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  • Insight Partners, ScaleUp Software Investors

    Insight Partners is a leading global venture capital and private equity firm investing in high-growth technology and software ScaleUp companies that are driving transformative change in their industries. Founded in 1995, Insight Partners has invested in more than 400 companies worldwide and has raised through a series of funds more than $30…