Lingo Leverage™ and Category Creation

Category creation does not start with products. It starts with language. Lingo Leverage™ explains why new markets only emerge once a shared vocabulary exists to describe a problem and its solution.

Without language, there is no category. There is only noise. By introducing a new term, founders give customers, media, and investors a way to collectively understand and discuss something new.

From Accident to Strategy

Lingo Leverage™ turns category creation into a deliberate strategy instead of an accident. When a founder coins a term and consistently educates the market around it, they become the default reference point.

Over time, the category grows, and the company that named it is remembered as the origin, not just a participant. For how to apply this, see How Founders Can Apply Lingo Leverage™ and What Is Lingo Leverage™?.