Category is important because it's how our minds make buying decisions. First, you think "I need a new car," then "I'll get a sedan." And only then would you think about which brand to buy. 

If the modern, self-guided B2B buying team experience begins with category, then brands need to make sure they're playing in the right category. And if the right category doesn't exist, well-brave brands are designing their own. 

In this episode of The Marchitect, Udi and Sydney discuss how they approach category creation and rebranding.