The 6 Types of Ownable Ideas (And How to Find Yours) with Katelyn Bourgoin, Founder of Unignorable

Episode notes

#344 | Dave sits down with Katelyn Bourgoin , founder of Unignorable, to talk about the one strategic move most B2B marketers overlook: owning an idea so tied to you that it sounds like an echo coming from anyone else. Katelyn breaks down the six types of ownable ideas, from coined categories to named problems to X vs. Y frameworks, and walks through how to find the central argument your brand should be built on. They also get into why category creation isn't always the answer, what made "conversational marketing" work at Drift, and why ownable ideas matter more now than ever.

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