They use some, or all, of these ten elements to create a powerful POV: Frame the Problem Describe the Problem Name the Villain Quantify the Ramifications Explain that It Doesn’t Have to Be This Way Share a Vision for the Future Introduce the New Category Explain How It Works (Blueprint) Reveal the Outcomes Issue a Call to Action This becomes your

Category Design is the discipline of building belief—internally, externally, and repeatedly—until the market sees your company as the obvious leader of a category only you can own.

Belief that your solution is the right answer. Belief that you are the leader of a new category of solutions. Belief doesn’t happen by accident. It happens by design.

Belief that the problem matters.

The way out of the Existing Market Trap isn’t building more features. It’s building more belief.

Belief is the most powerful product you can ship. And most companies never ship

They declared the category. They made the market believe in something new.

They sharpened the problem. They clarified the solution.

You thought cities with stubby buildings were fine—until the elevator made skyscrapers. You thought your 3PM crash was normal—until energy shots hit the checkout line. You thought canned vegetables were fine—until the frozen food aisle showed up. You thought hailing taxis was fine—until rideshare made it feel ridiculous. These founders evangelized