Defining and naming a new problem and market category, then positioning your company as its leader, rather than competing as one more option in an existing category.
For genuinely new products with no clear category, venture-backed companies with the budget to educate a market, or when an existing category is commoditized.
Salesforce framing 'no software' and cloud CRM; Gong naming 'revenue intelligence'; HubSpot popularizing 'inbound marketing' to sell its software.
A big-swing play that pays off rarely and expensively. Flagged when a small business renames a normal category to sound different instead of being different.
