There are huge rewards if you can identify a problem in the market and solve it with a new category of technology.

Studies have shown that companies who are successful in pioneering these categories end up owning the majority of the market cap associated with that category. But if you enter an established category, you’re fighting for your share and doing your best to show that your features are better than the next company’s.

In this episode we interview Patrick Rogers, VP Marketing and Product Management at Cohesity, about creating a new category, why you don’t have as many barriers to entry, and even why it’s just simply fun to do.