Mark Kilens has built a career as a marketing leader and category designer with HubSpot and Drift. Now, he's the CMO at Airmeet, the company behind Event-Led Growth.

In this conversation, we break down what Mark's learned as a category designer, including:

• How to wrap your category in a familiar context to help buyers understand it.
• Mark's 3 step framework for developing category language.
• Why category design needs to be led by a CEO who can keep the team focused on the category strategy.

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