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You're competing against 500 other coaches, consultants, or freelancers who do exactly what you do.
Which means you're stuck explaining why you're better. Better process, better results, better experience.
And none of it matters because the client is still comparing you to five other people who said the same thing.
Category creators don't compete. They invent a space where they're the only option. And that positioning shift unlocks 3-5x pricing power because comparison becomes impossible.
The question isn't "Who's better?" It's "Who invented this category?"
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How Category Creation Works
Most people position themselves inside existing markets:
"I'm a business consultant"
"I do LinkedIn coaching"
"I'm a brand strategist"
Category creators invent new containers:
"Revenue architect" (not business consultant)
"LinkedIn monetization specialist" (not coach)
"Conviction positioning strategist" (not brand consultant)
The difference isn't semantic. It's structural.
When someone searches for what you do, they're already shopping. When you create a category, you're the only store.
Real examples:
Alex Hormozi didn't compete in "business coaching" — he created "gym turnarounds" then "$100M offers"
Justin Welsh didn't compete in "creator economy" — he created "one-person business operating systems"
You're reading this newsletter because "high-stakes human skills" isn't a category anyone else owns
They all started where you are. They just stopped trying to win existing games.
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Your Category Creation Action
Name what you do differently than everyone else in your space.
Not better. Differently.
"I help X do Y" positions you in an existing market. "I specialize in Z" (where Z is a category you just invented) positions you as the category.
Test: Google your category name. If five competitors rank, you're still competing. If you're the only result, you just created market gravity.
Corporate angle: This works internally too. "Project manager" competes. "Cross-functional initiative architect" creates a new box that only you fill.
Tomorrow: Why certainty beats differentiation (and how to build positioning gravity through conviction).
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