A category (“market category” or “product category”) is a group of products that solve a similar problem, in a similar way, to a similar audience. Category creation is a marketing strategy in which a company designs a new product category — along with name, problems, solutions, and audience — and promotes that category alongside the product itself. It is underestimated in part because it is unacknowledged by proponents of category creation, who say much about “category kings” and market dominance but not enough about the time and cost it takes to get there, nor about the many companies that tried and failed to build a market around their new category.