In this video, you're going to learn about the power of categories and how our minds naturally sort information into them, and you'll learn the importance of creating a new category in your area of business and how to position yourself as the first in this new category.

We will delve into the theory behind this concept but more importantly, provide you with practical steps to apply this to your business. Using real-life examples, we'll explore the process of drilling down to find a specific solution for a customer's problem, ultimately crafting a category around it. This is sophisticated marketing that can set your business apart and position you as a leader in your market.

By the end of the video, you will understand the value of thinking like a customer and how to communicate more simply and effectively to resonate with their needs and desires.