Australian small and medium enterprises often face the challenge of introducing genuinely new products or services. It’s not enough to be ‘better’ – you often need to be ‘different’ in a way the market understands. That’s where category creation comes in. It’s about defining a new space, rather than competing in an existing one. We’ve seen several strategies work well for local innovators.
The first, and arguably most important, is naming for newness. Avoid descriptive names that immediately slot you into an existing category. Think less ‘organic dog food’ and more ‘Pooch Provisions’ – something that hints at a new approach. This creates curiosity and allows you to define the category terms. It’s about owning the language.
Secondly, focus on the ‘job to be done’. Australians respond well to solutions framed around solving a specific problem, even if they didn’t realise they *had* that problem. Instead of selling a ‘smart home hub’, sell ‘peace of mind for busy families’. This shifts the conversation from features to benefits and establishes a new need state. We’ve found this particularly effective in regional areas.
Thirdly, seed with ‘lighthouse customers’. Don’t try to appeal to everyone at once. Identify early adopters – those willing to experiment and provide valuable feedback. These customers become advocates and help validate your category. Their success stories are far more powerful than any advertising. Look for customers who are already frustrated with existing solutions.
Finally, content marketing that educates, not promotes. Category creation requires explaining *why* this new category matters. Blog posts, videos, and social media content should focus on the problem you’re solving and the benefits of a new approach, rather than simply listing product features. Think ‘thought leadership’ rather than ‘sales pitch’. This is especially important as we move into 2026, with increased competition for attention.
Successfully creating a category isn’t about luck; it’s about strategic positioning. By focusing on naming, job stories, early adopters, and educational content, Australian SMEs can carve out a unique space in the market and achieve sustainable growth. Your next step should be to analyse your current positioning and identify opportunities to define a new category, rather than simply competing within an existing one.
