Frameworks
Slack went from nothing to crowded in ten years. Greenhouse tried to name a new category, thought better of it, and revived an old one. Gong renamed its category and made the new name stick.
Different moves, same game board. These are the frameworks behind those applied to a new emerging category in First to Market every week.
For operators navigating without a playbook.
The Four Waters of Category Maturity
Every category moves through four stages, and the tactics that keep you afloat in one will capsize you in the next. This is a field guide for reading where your market actually is, and running the right playbook before the water changes.
