Creating a new category. The Holy Grail of Innovation. The Holy Grail of entrepreneurs. It’s when you can create a new category that you command the skies. Think of the iPad. Is it a new category?

It is. But not because people think it is, but because Apple defined it as such. Experts characterized the iPad as a tablet, but customers did not. That’s all that matters.

Other examples of category creation exist. For example Gatorade created the sports drink category. Chrysler created the minivan. Toyota created the Prius. Each had a good amount of time before any competitor entered the space.

So why is it that you should embrace creating new categories?…