The overarching takeaway we want you to have here is that the more specific you can be about what you’re writing about, what outcome(s) you want your readers to achieve, and who your readers are, the more differentiated you’ll be.

Often a category emerges when an enabling technology, a shift in customer preferences and a supporting ecosystem manage to come together at once. If your product cannot be well positioned in any existing category, this might be a good option for you. If your solution requires both a new way of thinking about the boundaries of an existing category