Category Creation

Company
Strivr

Image credits
Strivr, Mark Wickens

Getting beyond early adopters and crossing the chasm remains one of the toughest challenges for startups. From launching Cloud at Google in 2009 to Immersive Learning at Strivr and Virtual Sailing at MarineVerse, we keep refining the playbook for category creation.

Image credit: Mark Wickens
Image credit: Strivr
Harvard Business Review
RISE_MAG_Edition1.png

Challenge

Bring radical innovation to HR and L&D and drive market adoption for Immersive Learning.

Solution

Creating a category is a fine balance between fitting in an existing worldview and bringing disruption.

For Strivr, it all started with a clear point of view, a consistent narrative and systematic GTM approach.

As part of an ABM program we designed a VR-in-a-box experience and a print magazine, Rise Mag, featuring industry thought leaders and educational content.

We also partner with HBR and industry analysts to further establish the Immersive Learning category.

Impact

We 2X the number of research mentions from Gartner in one year and Immersive Learning went on attracting iconic brands like MGG Resorts, Verizon, Sprouts and large financial organizations and retailers.