In the increasingly crowded theater of tech, creating a new category isn’t much ado about nothing. It can help your company establish itself as a thought leader, stand out through differentiated criteria, and secure a competitive advantage in a re-envisioned marketplace. The performance of category creation is as much about shaping perceptions as it is about product innovation - and building a new category is only one of the acts. With real-world examples from Okta, Splunk, and Vanta, this session will be your stage manager’s guide to category creation and overseeing your company’s inclusion in major industry analyst research, covering: - To be, or not to be (included). Evaluating what categories are the appropriate fit based on your company’s current readiness. - Nothing will come of nothing. Taking a proactive approach to category creation with industry analysts. - Out, damned dot! Managing executive obsession with ranking research. - KPIs, KPIs! Wherefore art thou KPIs? How to measure progress and success along the way.