“In the world of ideas, to name something is to own it.” – Thomas Friedman

I had a conversation with a client that made me think of this. Friedman continues, “If you can name an issue, you can own the issue.”

For those of you’re starting a business or looking to pivot your brand, Al Ries and Jack Trout masterfully articulate this idea in “The 22 Immutable Laws of Marketing.” One of these laws is the Law of the Category.

The Law of the Category isn’t about racing to be first in an existing game; it’s about creating a whole new game where you are the default leader.

It’s about seeing the uncharted territories of the consumer mind and planting your flag there. When you name your category, you’re not just labeling something—you’re defining it. You’re making an indelible mark on the market that says, “This is my territory.”

Think about introducing something revolutionary.

To paraphrase Tim Ferris – when you launch a new product, the first question you ask should not be, “How is this better than the competition?” But instead, what category can this new product be FIRST in?

It’s more than just a product or service launch; it’s about giving birth to a new category and defining the narrative.

It’s your opportunity not just to enter the market but to create it, not just to play the game – but to write the rules.