84. 10 Rules for Building a Category & Community w/ Sangram Vajre

<p><span style="font-weight: 400;">We all want to belong to a tribe. The greatest way to grow your business is not to build your brand or throw events — it’s to grow a community around the solution to a problem.</span></p> <p> </p> <p><span style="font-weight: 400;">In this episode, I interview</span> <a href= "https://www.linkedin.com/in/sangramvajre/"><span style= "font-weight: 400;">Sangram Vajre</span></a><span style= "font-weight: 400;">, Chief Evangelist and Co-Founder at</span> <a href="https://eugeny.github.io/terminus/"><span style= "font-weight: 400;">Terminus</span></a><span style= "font-weight: 400;">, about how he created the category of and community around account-based marketing (ABM).</span></p> <p> </p> <p><span style="font-weight: 400;">We cover:</span></p> <p> </p> <p><span style="font-weight: 400;">- A lightning round discussion of the 10 rules of category creation</span></p> <p> </p> <p><span style="font-weight: 400;">- What unbranding really means (& how to do it)</span></p> <p> </p> <p><span style="font-weight: 400;">- The reasons to promote people, not products</span></p> <p> </p> <p><span style="font-weight: 400;">- How Sangram’s goal to educate about a problem created a movement</span></p> <p> </p> <p><span style="font-weight: 400;">Check out these resources we mentioned during the podcast:</span></p> <p> </p> <p><a href="https://go.terminus.com/abm-is-b2b/"><span style= "font-weight: 400;">- ABM is B2B</span></a><span style= "font-weight: 400;">, Sangram’s most recent book</span></p> <p> </p> <p><span style="font-weight: 400;">- The</span> <a href= "https://flipmyfunnel.com/"><span style= "font-weight: 400;">#FlipMyFunnel</span></a> <span style= "font-weight: 400;">movement that Sangram originated</span></p> <p> </p> <p><span style="font-weight: 400;">- The</span> <a href= "https://flipmyfunnel.com/podcast/"><span style= "font-weight: 400;">#FlipMyFunnel Podcast</span></a><span style= "font-weight: 400;">, well into its 600th episode</span></p> <p> </p> <p><em><span style="font-weight: