68. The Definitive Guide to Category Leadership in 2026

In the early 2020s, it was easy to mistake category design for a marketing exercise. A new name, a sharper narrative, a brand refresh, and job done.

But as we enter a post-SaaS world, that thinking no longer holds. Category leadership isn’t built by fast-following or ripping off existing winners. It’s earned by defining the future problem space before competitors even realise it’s emerging.

Today, we explore what it really takes to lead a category in 2026.

Also in this episode: We’ll dig down into all the things that can go wrong...