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When Your Big Idea Doesn’t Fit in the Usual Boxes
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Creating a new category sounds exciting until you’re the one trying to explain it. The story feels fuzzy. The market doesn’t get it yet. The path forward isn’t simple.
But here’s the part most founders overlook. New categories aren’t built in a single moment. They take shape slowly through clarity, consistency, and the right support.
That’s the mindset we leaned into while building our own model at Bright. We needed more than ideas. We needed strategy that sharpened the story. We needed a team that could bring that story to life. We needed Client Squads who understood the nuances behind every decision. And we needed a growth mindset that helped us build momentum instead of chasing one-off wins.
That work led to this article.
Category creation isn’t about perfection. It is about clarity, execution, and long-term focus. When those pieces work together, the chaos becomes traction and the category finally makes sense.
If you’re building something new and want stronger positioning, sharper storytelling, and support that grows with you, we’re here to help make that easier.
Book a complimentary discovery call and let’s explore how your category can take shape with more clarity and confidence.
Let’s grow together.
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