SHOULD YOU CREATE A NEW CATEGORY?

Summary from the TLDR Founders newsletter

Most founders think creating a new category sounds exciting, but it's expensive and risky for early-stage companies. Before you invest in market education, ask: Are you ready for years of investment with no immediate results? Can you anchor to an existing category where buyers already have budget? Are you loud enough about what's broken without inventing new terminology? Build traction first, then define the category later.