How to Create a New Industry Category

Building a company is hard enough, but what if there’s no clear market to launch into?

That’s the situation Gainsight CEO Nick Mehta found himself in when he joined the company that would become Gainsight in 2013. There was no playbook for category creation, so they built their own—and catapulted Gainsight into one of the fastest-growing private companies in the world.

Nick provides an open and honest look into the 5-step playbook for building a new industry category: the needle movers, the mistakes, and everything in between.

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