---
title: "Category Creation: How to Build a Movement | DEMAND Conference"
url: https://metadata.io/resources/demand/category-creation-how-to-build-a-movement
description: "Jason Widup moderates a panel of B2B SaaS leaders who share their experience building new product categories and the strategies that made it work."
source: metadata.io
---

Category creation is really hard. It is expensive, it takes time, and it is not for every B2B company out there.

### Jason Widup (Moderator)

VP of Marketing, Metadata

## The Challenge of Category Creation

Creating a new product category is one of the highest-risk, highest-reward strategies a B2B company can pursue. It requires educating an entire market, building new mental models, and competing not just against other products but against the status quo.

## What It Takes to Build a Category

Jason moderates a panel of industry leaders who have been through the category creation journey firsthand. They share the strategies, investments, and hard-won lessons from building new categories in the B2B SaaS space.

## Is Category Creation Right for You?

Not every company should attempt to create a category. The panel discusses how to evaluate whether category creation is the right strategy for your business, and what the alternatives look like for companies that are better served competing within existing categories.