As tech scaleups, we often face a critical decision when launching a new product: do we compete within an existing industry, or do we create an entirely new market? While both paths have their merits, the opportunity to build and define a new market can be a game-changer. It’s not just about differentiation — it’s about owning the narrative and reshaping how people think about a problem.

Why Creating a New Market is a Winning Strategy

In my latest Wisdom From Wizards episode, I spoke with Nora Stark from Walnut, and we discussed a compelling perspective: positioning your product against legacy solutions can work, but when you create a new market, you’re not just another option — you become the option.

When you introduce a product into a well-established industry, you’re constantly fighting for attention. Competitors have already shaped the customer’s expectations, and differentiation becomes a battle of features, pricing, or brand perception. But if you’re pioneering a new category, you control the conversation. You’re not just competing — you’re educating.

How to Successfully Market a New Product in an Emerging Category

1. Define the “Old Way” vs. “New Way”
   Every market has an existing way of doing things, even if it’s inefficient or outdated. Clearly articulate why the old way is no longer sufficient and how your product introduces a transformative approach. Educating your market is just as important as selling to it.
2. Tell a Story That Resonates
   People don’t just buy products — they buy into ideas. Your marketing should focus on the broader movement your product represents. Frame your messaging around the bigger shift your audience should embrace.
3. Leverage Thought Leadership
   When you’re building a new category, credibility matters. Partnering with industry experts, publishing authoritative content, and sharing success stories will help establish trust and legitimacy.
4. Create a Community, Not Just Customers
   Early adopters are your biggest asset. Encourage engagement, foster discussions, and build a community of believers who will champion your product and spread the word.
5. Educate Relentlessly
   Your audience won’t immediately understand why they need your product. Blog posts, webinars, whitepapers, and product demos should all focus on helping them grasp the problem your product solves in a new and better way.

The Key Takeaway: Market Creation is Market Ownership

If you can define the category, you can lead it. Tech scaleups that successfully establish a new way of thinking gain a powerful advantage — they’re not just another player in the market; they are the market.

Want to dive deeper into strategies like these? Subscribe to my newsletter for a weekly recap of Wisdom From Wizards episodes and get a free copy of my Amazon bestseller, Product Marketing Wisdom HERE.