Creating your own category is an exciting prospect, including exciting because of the risks of the unknown.
Lots of people say they are so differentiated from other providers that they are in a category of one, but few really are.
Creating your own category and being the first to serve it means that your marketing is about education. Educating a few people in your target market that that issue they’ve long wished could be solved in their life, now can.
Creating your own category means that you have the possibility of standing there on your own desperately calling out for attention, but with nobody else around to take any notice.
Creating your own category means being extra careful in your early experiments to be sure that there are a suitable number of people wanting your solution, otherwise, it will be very lonely.