How 3 Category Kings of coffee used Languaging to claim their niche
See examples of the specific category, niche, POV, and messaging.
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Dear Friend, Subscriber, and Category Pirate,
This will make Languaging easier to understand and use.
We get a lot of questions about the differences between a category, niche, POV, and messaging. The distinction between these is crucial because improving a company’s messaging in absence of a true north category POV is a “meaningless,” money-burning project. So we’re sharing a handful of examples to clear up the confusion.
Let’s dive in.
Languaging is the strategic use of language to create distinctions between old and new, same and different.
And it involves Framing, Naming, and Claiming all of the following:
A category/niche: “What’s the new and different market that we want to become known for?”
A POV: “What do we stand for that’s different than everyone else? How can we move people’s thinking FROM the way the world used to be (old category) TO the way we believe the world can be (new category)?”
And messaging: “What are all the different ways we can communicate our POV, to who, when, and why, such that they take action?”