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Strategic Communications Advisory For Visionary Founders
Conversation
Highlights
Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Adam Weinstein, CEO & Co-Founder at Writ, a Business Intelligence platform that has raised $3.8 Million in funding.
Here are the most interesting points from our conversation:
- BI Market Positioning: Adam discusses how Writ operates in the BI market, focusing on the divide between operational reporting and traditional enterprise-governed dashboards.
- Category Creation in BI: Writ is navigating the BI market with the intention of making “operational reporting” a more prominent category, even though it’s not yet widely recognized.
- Strategic Labeling: Despite aspirations to differentiate, Adam acknowledges that labeling Writ within the BI market is necessary for attracting investment, as that’s where the money currently flows.
- Future of Operational Reporting: Adam shares plans to make “operational reporting” a more recognized and valued concept within the BI landscape, potentially creating a new subcategory.
- Balancing Innovation and Market Expectations: Adam touches on the challenges of balancing innovative ideas with market realities, especially when communicating value to potential investors.
- Market Strategy Evolution: Adam hints at Writ’s evolving market strategy, suggesting that the current BI market positioning might shift as the company grows and the category of operational reporting gains traction.
Actionable
Takeaways
Leverage Existing Market Labels:
Use established market labels to attract funding, even if your long-term goal is to redefine or create a new category.
Strategic Category Creation:
Introducing a new category, like "operational reporting," requires patience and a phased approach, starting with positioning within existing markets.
Investor Communication:
Align your market positioning with where the money is, even if your product vision extends beyond current market definitions.
Prepare for Evolution:
Be ready to adapt your go-to-market strategy as your category gains recognition, transitioning from broader market labels to more specific, innovative categories.
Innovate Within Known Boundaries:
Innovate within the confines of known market expectations to gain initial traction, while gradually shifting the narrative to introduce new concepts.
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